Marketing IS Education IS Evangelization
As I travel and visit different schools, speak with different administrators, and hear from different parents, I believe it's not only my blessing to be able to offer ways to help them, but to share the assimilated information. Two items stand out "top of mind" this week:
- Financial aid is not offered to non-Catholic students, and routinely, non-Catholics pay a higher tuition than "the Catholic rate;" and
- Marketing advice that's given which is palatable to school administration and pastors that shepherd their parish.
Hopefully, you've already read the Marketing IS Education article on this site (if not, click here to read the full article). If so, you know that marketing is nothing more than the pedagogy of the educational process put into a business framework. One teacher I spoke with who has an MBA and a Master of Education degree said he realized the same thing. It's not an unknown - it's just that teachers usually don't get an MBA, and if you have an MBA, you're usually not doing to go back to school to be a teacher.
But bringing the same thought-process into a religious context, it's usually the ordained that are charged with preparing homilies and materials to spread the Good News of Jesus Christ. Newsflash - it's OUR job, as baptized Catholics, to GO AND DO LIKEWISE! But, like the first Apostles, we're afraid. Remember, "Apostle" means "one who teaches;" it is a mark of our Church to teach - to be "apostolic" (in addition to "one, holy, and catholic (meaning universal)). So when we have people that say Catholic Schools aren't important, we've got problems.
Of course, the best way for us to evangelize is by example. St. Francis of Assisi said, “Preach the Gospel at all times and when necessary use words.” Even the 1960's anthem, "They'll Know We Are Christians" speaks to this...and actions do speak louder than words. That's why Catholic Schools Celebrate Service!
But say it is indeed necessary to use words. What words do we use? Remember that Christ told us to not worry about what to say, for He will give us the words to say when we are in need of them.
In that light, how is not providing financial aid to non-Catholics that want their children to be educated in our schools congruent with our baptismal call? It isn't. Remember the parable of the Wedding Feast - if those invited do not come to the table, then it's up to us to search the highways and byways and bring in others so that the banquet is a celebration.
You want your school to be a celebration too, right? That brings us to point number 2...
A recent marketing presentation I saw spoke of ways to market your school for free. The main 3 points: 1) Provide information to the sending Churches to it can be made available to parents coming to Church; 2) Pulpit talks from the pastor or from parents. Sometimes, the students themselves provide the message; and 3) A special section of the bulletin dedicated to what's happening at the school that week or in the upcoming weeks.
You know, that's great if you have an abundance of 25-39 year olds who come to Mass and hang out in the Narthex. Let's see a show of hands where that's happening...
While it may be good place to start, it certainly can't end there. If we're looking "To teach as Jesus did," let's take a look at what he did. Did He go to the Temple? Yes - and his mother and father scolded Him for leaving them. Did He go to the Synagogue? Yes - and he was run out of there because they thought He was possessed by a demon. So - where did he speak the Good News?
- On a mountain
- In a boat
- In the streets of the cities He visited
- In the homes of the people He visited
Do you see a pattern here? He even cured the sick on the Sabbath! Radical! If we're followers of Jesus, we are called to go and do likewise. Here are a few ideas for starters:
- Word of mouth - parents and teachers can be your most effective evangelists
- Good information in places where 25-39 year old moms "wait" and "hang out" - Gyms, Supermarkets, Hair and Nail Salons and Doctors' Offices.
- Invitations to "Come and see" - Invite people to your school for events, for tours, for plays, for basketball games. Just get them in your building and show them around. If they don't have children or grandchildren, they might know someone who does, or could contribute to help continue the good work you're doing. Get their name, address, and email, and ask if you can put them on your mailing list.
Note that all these things require you to be outside your building. You can't lower the nets and prepare for a large catch if you "stay home" - you have to get out on the water.
© Michael V. Ziemski, SchoolAdvancement, 2009 (Original Publication Date: 20090209)
Back to Marketing Matters Index |
|
