steven virgadamo presents improving and advancing advancement efforts

AGENDAI. Review + Summary – 2012-13 Objectives

A. Increasing enrollment (dashboards)

B. Advancement Plan

new staff, board role, dashboards C. Strategic Plan

D. Board Development/Formation

finance, tuition, Catholic mission,

membership, Advancement committee

II. Updates TIL WE MEET AGAINIII. Enrollment Management – board need to know –

DO?IV. Advancement – board need to know – DO?

IMPROVING AND ENHANCING ADVANCEMENT EFFORTSSTEVEN VIRGADAMO

PRESENTER

Diocese of Pittsburgh

It all begins with the Coffeeaaa


Nona’s Coffeeaaa


Historical Perspective


18841884

Plenary Council of Baltimore 20% of Catholic Schools Close

19641964 19721972

Definition of Advancement

Advancement is both a concept and a process which holds that the highest destiny of any school can only be realized when everyone involved in the life of the school analyzes the philosophy,

articulates a specific mission, embraces a particular vision, crystallizes the objectives, projects them into the future and takes the

necessary steps to realize them.


Formula for a successful Advancement Program

Quality Catholic Education+

Sound Business Management+

Effective Marketing=

Pupils, People and Dollars



Providing Evidence of Quality Catholic Education +

Providing Evidence of Good Business Management• Involvement of people through Boards and committees• Long-range strategic and operational planning• Effective budgeting• Effective communications

+ Effective Marketing

• Image• Enrollment• Resources

= People and Dollars



• Understanding • Commitment • Involvement of People • Strategic Plan • Comprehensive Communication/Effective Marketing • Funding



• Gift Opportunities• Annual Fund • Periodic Capital Campaign • Endowment Growth via Planned Gifts


Annual Fund

• The Annual Fund is more than just a fund campaign.

• It is a coordinated, concentrated effort on the partof the school to plan one major, professional effortproducing better results than many small campaigns.

• The Annual Fund Drive solicits gifts each yearfrom all school constituencies.

• The philanthropic dollars secured are typically used to fund the implementation of the strategic planning goals


Annual Fund The Annual Fund creates opportunities to improve record keeping and recognize

individual donors for their support.

The Annual Fund must be carefully coordinated with other fundraising endeavors of the school.


Annual FundThe successful Annual Fund:

• Involves people in your ministry and mission;

• Enables your school to test its case in the marketplace;

• Educates donors regarding your mission, goals and needs;

• Enables your school to broaden its base of support(increased participation by all of your publicsshould be a priority goal for each year);

• Encourages donors to adopt an annual giving habit.


Annual Fund• The Annual Fund dollar goal should be established each year utilizing the data from

previous fundraising efforts to prepare a standard gift range table. The standard gift range table is a very accurate tool for establishing an Annual Fund goal for a Catholic school. Any standard gift range table should be prepared utilizing the following rules:

• Lead gift (1) must equal 10% of the overall goal; • Two gifts (2) must each equal 5% of the overall goal; • The top ten to twelve (10 – 12) gifts (including the three gifts mentioned above)

must equal 33% of the overall goal; • The next approximately 100 to 150 gifts

must equal 33% of the overall goal; • Many, many gifts equal the bottom third of the goal.


Annual Fund• Rules:• Lead Gift (1) equals 10% of the overall goal;

• Two gifts (2) equals 5% of the overall goal;

• Top ten to twelve gifts must equalone-third of the overall goal;

• Next approximately 100 to 150 giftsmust equal one-third of the overall goal;

• Bottom third is many gifts.


Sample StandardGift Range Table

Gifts No. of Prospects

Amount Total Cumulative No. of Solicitors

1 5 $6,000 $6,000 $6,000 1

2 10 $3,000 $6,000 $12,000 2

9 27 $1,000 $9,000 $21,000 5

10 30 $600 $6,000 $27,000 6

20 40 $300 $6,000 $33,000 8

90 180 $100 $9,000 $42,000 NAMany Small Gifts X<$100 $18,000 $60,000 NA

Goal: $60,000Goal: $60,000

Organizational StructureFor The Annual Fund

Annual Fund Steering Cabinet

Major Gift Phase

Parent Phase

Alumni Phase

Faculty/Staff Phase

School Board Phase

Grandparent Phase

Business/Civic Phase Other

Annual Fund• The process of the Annual Fund is based on three

principles:

1. The school community is a composite ofconcentric rings around the school operation,each with its own level of interest and senseof “ownership” in the destiny of the institution.

2. The closer a particular group is to the school center,the greater the participation in the Annual Fund must be.

3. The most effective way to approachthe various school publics is throughthe help of people who are in that public


SampleAnnual Fund Status Memo

Phase

# of Gifts $ Goal # of Gifts $ Pledged # of Gifts $ Recv’d % Goal Pledged

% Goal Recv’d

Average Gift

Amount Needed to Achieve Goal

Parents Parishioners

Alumni Parents of Alumni

Grandparents

Major Gifts

Friends

Date: Date: Week:Week:

Solicitation Techniques

“I have been so many years collecting money for churches and institutions of all kinds that I have come to the conclusion that there is no way of getting it except by personal appeal to those who have it, and that appeal the coming from the lips of an enthusiastic speaker.”

Archbishop Patrick RiordanArchbishop Of San Francisco, 1912 From Page 127 of The Catholic Philanthropic Tradition In America By Mary J. Oates


The Anatomyof an Encounter

• Opening

• Questions

• Presenting

• Negotiating (overcoming objections)

• Listening

• Closing

Solicitation Techniques• Opening

• Greeting and introduction • Questioning for common ground • Winning credibility • Getting attention - opening communication lines • Safeguarding control of encounter • Sizing up prospect • Initial diagnosis • Personal impact



• Presentation• Probing for motives • Presenting the case - features and benefits • Challenging reaction to case - questioning • Listening and reflection • Identify needs



• Closing• Define expected results • Assist in problem solving • Restate commitment •Ask for active participation


Solicitation Techniques• Ask OPEN-ENDED questions whenever possible.

Open-ended questions usually begin with “What” or “How.”

• When you ask questions, LISTEN to the whole answer

• Listen selectively, and then ask FOLLOW UP questionsabout the parts of your prospect's previous answers you'd like to emphasize.

• Ask FACT FINDING questions.

• Ask FEELING questions to uncoveryour prospect’s beliefs on issues related to education.

• Ask REACTION questions.

• Ask NEED questions (e.g. Have you considered the tax benefits?)

• Always…Always…Alwaysprepare questions for each prospect IN ADVANCE!


Solicitation Techniques• How do you feel about…?• How would you describe the problem of _____ in our community?• What do you think we should be doing about ____?• If you had $1,000,000 to spend on improving

the quality of life in our community, what would you do with it?• In you opinion, what are the most important things we do?• Exactly what do you mean when you say _____?• I think the most important issue is _____. How do you feel about that?• Last year, you gave us $____. What made you donate to us?• How do you think your late husband would feel about this?• If you were in our position, what would be your next step?• Who else do you think would be interested in this project?


Life Cycle of a Major Donor$$

$ Gi

fts$$

$ Gi

fts

25 35 45 55 65 75 85

AgeAge

DeferredGift

Zone

Motivation to Give

Financial Capability

And that takes us back to….

The Coffee!


Marketing DefinedMarketing Defined

Marketing is the process ofresearching, analyzing, planning, implementing,

and controllingcarefully formulated programs

designed to bring aboutvoluntary exchange relationships

with specifically targeted audiences.


Marketing A ServiceMarketing A Service

RELATIONSHIPSRELATIONSHIPS

RELATIONSHIPS


Understanding EnrollmentUnderstanding Enrollment

Parents choose a Catholic School:

• Perception of better academic quality;

• Structure, safety, discipline;

• Religious values.


Justification of the Purchase DecisionJustification of the Purchase Decision

• More dollars are paid for the purchase;• When the purchase decision is close to one’s heart (emotional ties).

The Value Proposition

““Is this the best place for my childIs this the best place for my child

given the money I am spending?given the money I am spending?””


Factors Influencing Student RetentionFactors Influencing Student Retention

1. Development of one-to-oneone-to-one relationships;2. Attending a school with friendsfriends;3. Genuine sense of belongingsense of belonging;4. Perception of successPerception of success in the academic program;5. ParticipationParticipation in co-curricular activities.


Characteristics of Schools with High Retention Characteristics of Schools with High Retention RatesRates

• Ensure a good fitgood fit between the student/family and the school;• Provide a high-quality high-quality academic and educational experience;• Have a faculty/stafffaculty/staff who daily demonstrate a caring attitudecaring attitude;• Provide adequate financial aidadequate financial aid;• Offer extensive co-curricular opportunitiesextensive co-curricular opportunities to involve students in

campus life;


Characteristics of Schools with High Retention Characteristics of Schools with High Retention RatesRates

• Have a comprehensive and well-articulated counseling and advising programcounseling and advising program;• Provide comprehensive support servicescomprehensive support services;• Identify and work with ““at riskat risk”” students students;• Build connections and foster a sense of belonging sense of belonging;• Provide a ““look aheadlook ahead”” for the year to come;• Assess and work to fulfillwork to fulfill student and parent expectationsexpectations;• Never forget the relationshiprelationship with the consumer by consistently meeting consistently meeting

student needsstudent needs.


Marketing MantraMarketing Mantra

The consistent delivery ofthe right messageright message,

to the right personright person,in the right way,right way,

at the right time.right time.


The Right PersonThe Right Person


Generation Birth Year Range

GI Generation 1909-28 (Ages 81-100)

Silent Generation 1929-45 (Ages 64-80)

Baby Boomers 1946-64 (Ages 45-63)

Generation X 1965-82 (Ages 27-44)

Generation Y* 1983-01 (Ages 8-26)

*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

45,000,000 living

70,000,000 living

62,000,000 births

75,000,000 births

Generation X

Generational ValuesGenerational ValuesTechno savvyThink globallySelf-reliance

DiversityPragmatic

Risk-takersRisk-takersSkepticalSkeptical

IndependentIndependentTask-drivenTask-driven

Defining EventsDefining EventsWatergate

Single parentsLatchkey kids

MTVAIDs

ComputersChallengerGlasnost

Berlin Wall

Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

Generation Y

Generational ValuesGenerational ValuesConfidence plus

Civic dutyAchievementStreet smarts

Multi-tasking on steroidsFearless

OptimisticOptimisticCo-dependentCo-dependent

TenaciousTenacious

Defining EventsDefining EventsInternet chat

School violenceOver-involved parenting

Multi-culturalismWorld Trade Center attacks

Gulf WarIraq


The Right Message

• Test scores;• Honor roll;• Student-Teacher ratio;• Graduation and high school

acceptances;• Integration of technology;• Classroom settings;

• Daily schedule;• Faculty training and

accomplishments;• Scholastic competition and

awards;• Curricular highlights;• Special academic programs.

Better academic quality:

The Right Message

• Faith integration/Catholic identity throughout;

• Religious curriculum;• Opportunities for worship;• Role of the Pastor and other

religious;

• Service expectations;• Masses;• Sacramental preparation;• Prayer services.

Religious values:

The Right Message

• Environment of respect;• Classroom management;• Student mentoring;• Rules and expectations for

behavior;• Safety procedures on

campus;• Before and after school

programs;

• Extensive co-curricular opportunities;

• Counseling and advising program;

• Transportation;• Parent involvement.

Safety, structure, and discipline:

The Right Message

• Faith integration/Catholic identity throughout;

• Religious curriculum;• Opportunities for worship;• Role of the Pastor and other

religious;

• Service expectations;• Masses;• Sacramental preparation;• Prayer services.

Religious values:

The Right Way

GI/Silent Personal direct mail letters, print (Ages 64+) (newspaper/magazine), TV, face-to-face event marketing

Baby Boomers Direct mail letters, postcards, print (Ages 45-63) (newspaper/magazine), TV, web supported

Generation X TV and radio, movie trailers, phone messages, (Ages 27-44) email marketing (not texting)

Generation Y* Text messaging, voicemail, email, internet sites (Ages 8-26)

*Millennials or Echo Boomers Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

ResearchResearchGenerational media preferences:

The Right Way

Generation XGeneration XAges 27-44

• TV and radio;• Movie trailers;• Phone messages;• Email marketing (not

texting).

Generation YGeneration YAges 8-26

• Text messaging;• Voicemail;• Email;• Internet sites.


The Right Way: Generation X/Y

Marketing Focus:Marketing Focus:• Acquire address lists of parents with children under 2 years of age within your

community.• Build a relationship with first-time parents (mothers) as early as possible. • Provide convenient opportunities for interaction with school teachers and parents. • Provide clear examples and statistics on student and faculty accomplishments from

academic and spiritual perspectives. • Enlist Pre-K and Kindergarten parents to actively refer and recruit new parents for

enrollment.• Use technology both to establish and maintain a dialog with Generation X parents.


The Right Mix

Key Components:Key Components:• General School Information• Mission Statement • Leadership and Personnel• Strategic Goals• Needs of the School• Catholic Identity• Academic Excellence/Curriculum • Extracurricular Activities • Social Interaction• Safety, Structure, and Discipline • Home-School Communication • Parent Involvement

Infused with:Infused with:

Happy Students Unique aspects High quality True to mission Faith-filled Goal-oriented Strong community

The Doctrine of the Trinity
