Development Director Seminar

1
Basics of Development
2
Development

• Development refers to a strategic program of
  planned growth in which schools reach out to
  their various publics and invite them to invest
  in its current and long-range goals.
• A successful development program involves the
  coordination and integration of three essential
  functions planning, communication, and
  fund-raising.

3
Development Director
A person to create a structure in the school
community with Development as an umbrella that
encompasses the cultivation of relationships,
fundraising, marketing, strategic planning, and
recruitment for the school.
4
Job Description
The School Development Director reports directly
to the Principal or Pastor or both.
More than the job of raising funds
Works closely and cooperatively with the School
Board (the Board designated to be fiscally
responsible for the School)
the Principal of the School
Pastor of the Parish
Faculty
Parents
Students
Community
Alumni
5
Job Description
The office addresses itself not only to the
Annual Fund and other fund raising endeavors
(e.g. grant writing), but to the
short and long term goals and planning for
overall school growth and improvement.
The individual in charge works with public
relations, both in the form of local media
coverage and in promoting the school in
newsletters, publications, and alumni relations.
6
Job Description
Specific tasks
Implement strategic plans.
For the Annual Fund Campaign and monitor its
progress.
Maintain alumni files and addresses.
Create and manage a donor database.
7
Job Description
Prepare an Annual Report
Research foundations, corporations, and other
sources of philanthropic giving.
Produce a school newsletter to be distributed
four times a year. Assist in production and
coordination of brochures and other school
publications
Seek ways to promote and enhance the image of the
School within the institution and in the larger
community.
8
Job Description
Plan and organize special events to promote
Friendraising e.g. an event around Grandfriends
Day, parties/receptions to promote the Annual
Giving Campaign
Serve with Development Committee/Strategic
Planning Committee of the Board in short and long
range planning for the growth and development of
the school
Other such duties and may form time to time be
assigned.
9
Duties
Say
Thank you!
When?
Immediately!
End of the year!
10
Qualities

• Open minded

• Spiritually Strong

• A People Person with excellent communication
  skills (written and oral)

• Organized and sets goals

• A team player

• Can motivate others

• Knowledge of the schools history, goals, and
  future plans

• A self-starter

• A leader / good project manager

• Understanding of Catholic Education

• Understands it is all about the people
  rather than all about the money

11
Strategic Development Plan
Grant Writing
Work with Principal and School Boards to
determine grant-writing goals for facility needs,
based on the Strategic Plan of the school
Meet with faculty at an in-service to distribute
Needs Assessment and develop grant-writing goals
for the year
Research possible foundations and faculty/school
needs to create matches for funding of special
projects.
12
Strategic Development Plan
To develop strategies to help increase funding to
various educational needs of our students, while
keeping tuition reasonable for our Parish
families.
Annual Fund Drive
Development Director works with Development
Committee to create a 5 year Annual Giving Plan
and to set tangible goals for funds to be raised
13
Strategic Development Plan
For the first drive, emphasize an all giving
Drive where individuals are encouraged to give
any amount at a goal of 100 participation by
each targeted group, including leadership
Create Direct Mail pieces for Drive and conduct
solicitations of funds
Pulpit talk Sunday to kick off the Drive
Establish/maintain a donor database of all
parishioners, parents, alumni and friends who
have given to the schools Annual fund Drive
14
Strategic Development Plan
Establish/Maintain contact with key School/Parish
organizations whose functions directly affect
Development.
Plan and identify all fundraising events, i.e.
Annual Fund, dinner, candy sales, letter appeals,
etc. and show on calendar
Work closely with Development Committee of the
School Board to set goals for the Annual Fund and
guide the Development Programs
Coordinates meeting of the fundraisers every
spring for Development feedback / ideas and to
keep all fundraising entities of the school
community informed
15
Communication Plan
Find opportunities for special events to
increase awareness of community/parish friends
and school alumni
Create an Annual Report each year to all
parishioners, parents, friends, alumni, to
summarize all fundraising results and serve as a
brag book for the school
Work with the Communication Committee of the
School Board to create a Communications Plan and
Press Packet for the school
16
Communications

• Result of hard work and careful planning
• Requires a financial investment
• Important matters need to be communicated as
  personally as possible through
• individual and group meetings
• personal letters and phone call
• and a full array of printed, electronic and
  audio-visual support materials.

17
Communications

• Informational items should be communicated
  frequently, and in a variety of ways, so that
  those who miss one information source can still
  be reached
• Desired outcome is to have a community who
  understand, accept, and are committed to the
  goals of the school

18
Alumni Relations
Alumni Relations Program
Update Alumni database for mailings
Encourage / assist with Alumni reunions
Coordinate special events for Alumni
Work to create innovative ideas to recruit and
retain Alumni financial support
19
Stewardship

• Who is a Christian steward?
• One who receives Gods gifts gratefully
• Cherishes and tends them in a responsible
  and accountable manner
• Shares them in justice and love with others
• Returns them with increase to the Lord

20
Stewardship of Time

• None of us owns time
• Planning a careful schedule in order to have the
  time to work, to rest, to play and to pray is
  vital in the stewardship of our physical,
  emotional, spiritual and intellectual lives.

21
Stewardship of Talent

• Nurturing, developing and using the God- given
  abilities and characteristics that help to
  define who we are.
• Our talents are the special blessings that each
  of us has received from God who prizes the
  diversity and variety of all creation.

22
Stewardship of Treasure

• Money and the things we possess are gifts from
  God we are asked to care for, and generously
  share for our own benefit and the good of others.
• It is important for us to share our money, and
  all of our material possessions
• all the good things that God has made (including
  money) are meant to be shared
• because each of us has a need to give.

23
Stewardship of Treasure

• How much do I have to give?
• Nothing!
• How much do we want to give?
• Stewardship is not minimum giving.
• It is maximum giving.

24
Volunteers
Recruit the best. Dont wait for volunteers to
volunteer. Go after the one who will be the best
and design a job description just for
them   Provide them with facts. Give a written
job description to each volunteer. Include the
nature of the task, the time period during which
it should be done, and the approximate amount of
time it will take.
25
Volunteers

• Follow-up is essential.
• Committee chairs should call the volunteers,
  thank them, confirm their commitment, and answer
  any questions

Effectiveness chart for recruitment! Mail 10
to 15 Phone 25 to 35 Person to Person
45 to 60
26
Volunteers

• Respect their time. Be organized and responsive.
  Provide agendas for and minutes of meetings.
  Schedule group meetings only when there is clear
  purpose and need. Send discussion materials in
  advance.
• Reflection When have I felt really good about a
  volunteer activity that I have done?
• What was it that made the activity enjoyable?
• How can I help people feel good about their
  volunteer work?

27
Giving 2004 248.52 Billion
Philanthropy
Sources of Contribution

• Corporations - 12.0 b ( 4.8)
• Bequests - 19.8 b ( 8.0)
• Foundations - 28.8 b (19.8)
• Individuals - 187.92 b (75.6)

28
Education
Philanthropy

• Education received 33.84 billion (13.6) of all
  contributions

• 3.92 billion comes from Foundations or only
  1.58 percent of all giving came from Foundations
  and went to Education

29
Endowment, Planned Giving, Grant Writing

• Endowments
• Be careful of restrictions
• Use 80 20 rule
• Planned Giving
• Annuities
• Bequests

30
Annual Giving, Fundraising

• Annual giving programs have begun to replace
  special events and other indirect fund-raising
  activities (including games of chance and
  social functions) as the primary means of
  raising money.
• Growing number of Catholic schools and other
  church-related agencies have started annual
  giving programs.

31
Annual Giving

• Encourages members of the Catholic community to
  make annual commitments to support the work of
  the school.
• Promotes the concept of pledging (as opposed to
  one-time gifts),
• Encourage donors to fulfill their pledges in
  time frames (weekly, monthly, quarterly, etc.)
  that best suit their needs.

32
Annual Giving

• Consistent if
• Encourage individuals, families and communities
  to embrace a broader understanding of
  stewardship.

33
Giving Pyramid
Planned Gifts
Capital Campaign Giving
Special Gifts / Major Gifts
Repeat Annual Giving
First Annual Giving / Donor Acquisition
34
Elements of Annual Giving Cycle

• Planning
• Segmentation
• Recruit volunteers and assign staff roles
• Prospect Research
• Donor centric, individualized solicitations
• Acknowledgement
• Evaluation and analysis
• Then, start over again next fiscal year.

35
Annual Giving Campaign

• Kick-off event involving community in August /
  September
• Identify top prospects for personal solicitation
  and segment
• Send lead letter to LYBUNT (Last year but
  unfortunately not this year) from leadership for
  renewal
• Mail to rest of constituents
• Conduct phone-a-thon about 3 weeks later
• Personal follow-up by volunteers
• Calendar year-end reminder
• Second solicitation in Spring
• Mail fiscal year-end (last ditch solicitation)
  and pledge reminders

36
To Improve Your Annual Fund...

• Consider Annual Giving as a way to increase
  volunteer involvement and move your donors up
  the giving ladder
• Use Annual Giving to cultivate majors donors by
  making combined asks (annual AND capital, not OR)
• Identify prospects for leadership giving
• Identify smaller groups of prospects to target
  differently.
• Plan a reasonable annual increase of around 5
• Code solicitations and take time to evaluate
  program annually
• Include Annual Giving as part of your development
  plan each year.
• It needs to be integrated and donor-centered in
  order to focus on building relationship
  year-round.

37
Minimize Fundraisers of Concern

• Cookie Dough
• Candles
• Magazines
• Pretzels
• Coffee
• Yard Signs
• Grand Events

• Multiple vendor-based
• fundraisers lead to
• donor/parent fatigue.
• Its not just asking them to buy things they
  don't want, but your asking for their time to
  sell something they don't want!

38
Special Events

• Positives

• Highest visibility to donor

• Evokes positive publicity for event and
  organizations mission

• Attracts individuals who wouldnt necessarily
  give (guests at gala tables/golf teams)

• Opportunity for board involvement

39
Special Events

• Positives

• Opportunity to create new volunteer base

• Opportunity to build future board leaders

• Opportunity to showcase mission

• Opportunity to involve all levels of organization
  program, communications, financial

40
Special Events

• Negatives

• Least effective way to raise money

• Most Time consuming

• Highest cost ratio to net income

• Tires volunteer base

41
Basic Truths of Fundraising

• Organizations are not entitled to support.
• They must earn it.

• Successful fundraising is not magic. It is hard
  work on the behalf the people who are prepared.

• You do not raise money by begging. You raise it
  by selling people on your school.

• People do not just reach for their checkbooks.
  They have to be asked.

42
Basic Truths of Fundraising

• Successful development officers do not ask for
  money. They engage volunteers and organizational
  leadership.

• You cannot decide to raise money today and ask
  for it tomorrow. It takes time, patience and
  planning.

• Treat prospects and donors as you would customers
  in a business.

43
What is Marketing?
Marketing
Marketing begins long before the Sales Pitch is
made and continues long after the sale is closed.
Basic Marketing principals are related to what is
called the Marketing Mix Product, Promotion,
Place, and Price.
44
Marketing
Marketing/Public Relations
Create a periodic newsletter for parishioners,
parents, alumni, and friends to communicate
school news, grants received, teacher/student
awards, alumni news, annual fund and other
fundraising updates.
45
Marketing

• A process by which a school is analyzed and
  adapted according to changing needs of its
  population and community
• Helps improves public relations, increase
  enrollment, and steady student retention
• Is the key to the future!

46
Marketing
The Four Ps of Marketing

• Product We mean the goods and services,
  tangible or intangible, that an organization
  offers to its customers. A schools product is
  the unique mix of features that are the facts,
  figures and attributes of your school program,
  such as student/teacher ratios, number of
  students, tuition, class size and curriculum.
• Academic Program
• Faculty
• Extra-curricular
• Facilities
• Technology
• Support Programs

47
Marketing
The Four Ps of Marketing

• Price We mean the statement of value that can be
  used to describe the relative value of goods and
  service.
• Tuition Fees
• Cost per Pupil
• Financial Assistance
• Multi-child Discounts
• Funding Mix
• Other Financial Obligations

48
Marketing
The Four Ps of Marketing

• Place or Position We mean how goods and services
  are delivered to the consumer. Place is more than
  the physical location it also means the benefit
  of your facility and how you deliver the
  education, the classroom size, the way the
  institution takes full advantage of its
  facilities.
• Mission/Philosophy
• Public Image
• Branding
• Strategic Planning
• Market Niche

49
Marketing
The Four Ps of Marketing

• Promotion is the use of advertising, public
  relations, personal selling and publicity for the
  purpose of influencing a group of people to buy
  the goods and services you are selling.
• Recruitment/Retention
• Publicity
• Advertising
• Promotional Publications
• Communications
• Development

50
Marketing
Research
Know your school! Know your students!
Teachers! Know your competition! Know your
customer! Know their needs! Know your competitive
benefits! Know the needs of the parish community
and what people want from the school.
51
Marketing
Research

• Marketing is about improving your school so that
  it provides for the needs of the school and
  parish community.
• Find out what those needs are dont assume!

52
Marketing
Research
Know your extras Understand your target
consumer parents Know what the parents expect
your school to provide. Parents need a reason to
entrust their child to you.
53
Research
Demographic profile of your audiences
Identifies most important messages for your
recruitment efforts
Better targets your media efforts
Develop strategies for retention
Research and Recruiting
Conduct surveys among those who were accepted to
your school but chose another.
Volunteers do the survey talking to the
applicants parent.
54
Research
Conduct surveys among those who inquired but did
not apply
85 of the time the childs input made the
decision
Child wants to know Whats in it for me? i.e.,
football, computers, etc.
Should conduct ongoing satisfaction surveys
Parents, students, faculty, staff, and business
community
Exit interviews
By a volunteer from the Parent Ambassador Club
Ideally in person or mail
55
Research
Some things to know

• Mission Statement

• Schools History

• Enrollment statistics

• How your graduates do

• What do you do best?

• Improvement needed?

• Funding comes from?

• Students come from?

• Educational long range plans

• Physical plant long range plan

• Financial long range plan

• Define your schools current image

56
Budget
Make sure the amount utilized for the budget from
development, i.e. fundraising - is a realistic
number and not just plugged to balance the budget.
57
Where does most of your money come from?
Budget

• Any business will work to maintain and
  increase its major source of revenue before
  looking for other sources.

• Tuition accounts for the major part of all
  revenue for a school
• Maintain
• Increase

58
My Customers
Parents
Students
Teachers
Grandparents
Alumni
Parishioners
Parishioners (future parents)
Parishioners (past parents)
Neighbors / Friends
Corporations
Foundations
59
My Customers
Students
Ask Kids if they dont like the school they are
telling their parents. Ask What are we doing
right? What could we do better?
Faculty
Go to faculty meetings inform the teachers of
new donation, ask questions keep the teachers
happy and not the last to hear, because they
will be the first to be asked.
60
My Customers
Parents
There was a school that had an open house to
answer questions, concerns, etc., no one came.
Then the parents were invited, one class at a
time, to have coffee and desert, in the evening
with the principal. 80 of the parents came. Have
someone take notes and then act on the concerns.
Remember this is your biggest revenue source and
referral system. Communicate.
Alumni
Have a database. Invite them back to the campus.
Send updates, newsletters. Ask them to send
pictures. This is part of the friend-raising.
61
My Customers
Grandparents
Make sure you personalize the letter, as you
should do for all appeals.
Parishioners
Send cards for weddings, baptisms, followed by
birthday cards, events that happen in the parish.
Have the school do a parish project polish the
pews, stewardship. Have the pastor put something
in the bulletin about the school (same space each
week), high light a teacher and an event. Get the
parish thinking about the school.
62
MY Customers
Neighbors / Friends
Remember anyone one can be a friend of the
school.
Corporations
Remember matching gifts and gifts in-kind. If
asked if something is needed I always accept.
Foundations
Make sure there is a history of Catholic Giving
and review the giving components of the
foundation before you spend any time writing.
63
The First 1 3 Years

• Dont spread yourself too thin

• Remember those volunteers

• Create support systems (Principal,
  Board, Pastor)

• Have realistic expectations

• Develop list of resources, and then use it

• You can never say Thank You too many times!

64
Resource Guide
Name Contact Information   Successful
Fundraising (newsletter) (712)
239-3010 NCEA Notes (an NCEA newsletter)
www.ncea.org Development Sharings
[phone] (NCEA Development
newsletter) Catholic School Management Letter
[phone] or
www.catholicschoolmgmt.com CASE
(Council for Advancement of
www.case.org Secondary Education)
NCEA Website
www.ncea.org  
65
Resource Guide
ISPD (Institute of School and
[phone] Parish
Development Chronicle of Philanthropy
www.philanthropy.com Philanthropy Magazine
www.philanthropyroundtable.org Observations in
Philanthropy www.onPhilanthropy.com
(on-line newsletter) John Wm. Johnston
713-659-5461 ext 218 Associate Director of
Development Fax [phone] Archdiocese
of Galveston-Houston e-mail jjohnston_at_archgh.org