So, perhaps we should call this the Marketing Matter "The FIVE "R"s of a Faith-Based School."

Let's start with the basic three - but first, some background.  Back in 2005, I received a copy of the NCEA's "Issues in Development" newsletter (Spring 2005).    In it, Mr. Rick Kruska, former Superintendent of the Diocese of Oakland and currently principal of Pope John Paul II High School in Greenville, NC, gave his views on "Marketing Catholic Education," stressing "a new way of thinking" is needed by school administration.  Gone are the days of simply relying on faith formation, academic excellence and a safe, positive learning environment to entice parents to enroll their children.  He advocated treating schools as a business, with attention to revenues and budgeting to make sure finances are stable, marketing and development to promote the product to potential customers and develop relationships resulting in contributions, and customer satisfaction to retain students.

Five years later, is anyone paying attention?  Or are we too poor to pay attention?

In 2002, the Catholic schools of the Diocese of Greensburg (PA) changed to a cost-based tuition/need-based aid model, and I began working for the Schools Office the following year.  During my time there, I spoke with countless parents who wondered if there is any way to keep tuition from rising (and probably still wonder if there is).  I say there is.

Three things must happen - RECRUIT, RETAIN, RAISE.

RECRUIT - When we began our cost-based tuition/need-based aid initiative in Greensburg, "Step One" was defined as "Fill Every Desk."  However, that message was lost since all people heard was "cost-based tuition."  It's the first message because the more children that are in the school, the lower the cost of education per student.  But see if this conversation sounds familiar:

"What do we need to do to bridge a $10,000 budget shortfall?"

"Get 10 children."

"But they can't afford $3000, and we don't have any financial aid left!"

"If there are 10 children that can afford an average of $1000 each, that's an extra $10,000 of income to your school." 

The key is thinking in terms of revenue per child, rather than "how much aid can we give them."

RETAIN - "It takes a village to raise a child."  If this is true, then it takes a parish (or a lot of parishes) to raise children in a Catholic school.  Parents make the decision to withdraw their child in the isolation of their home, judging how a tuition increase/aid decrease will impact their budget.  They do not realize that their action will impact every other child in that school.  Once a child withdraws, everyone else's tuition has just gone up.  Additionally, we can take a lesson from our public school brothers and sisters.  All members of the community pay taxes, whether they have children in the school or not; similarly, all parish members need to support the Catholic School, whether they have children in the school or not.  Contributors will support a school or the diocese only when they feel "connected" in some way to the institution.  Parish members need to be connected to the school.  Gone are the days of school events being "only for the parents of the children in the school."  PTGs need to become PTBCGs (Parent-Teacher-Business-Community Guilds).  You need to become a vital part of your community if you want the community to support you.

RAISE - This is the second step to employing a cost-based tuition/need-based aid model - "Seek Outside Sources for Funds."  Raise funds through development, absolutely!  Raise awareness through marketing - definitely!  How about raise concern? Share concerns, and ask for input.  Jesus told us to "Bear one another's burdens."  Sharing the load makes it easier to carry (seems like we're back to the first "R").

Here's the fourth "R" -

RECOGNIZE - Schools must recognize the remarkable things they do that make them remarkable places to be.  A school's "Remarkability" will help to attract new parents to the school, spurred on by the positive word of mouth from those parents who are a part of the school community.  Schools must also recognize outstanding performance, leadership, and service.  It creates positivity, which also helps to make the school a remarkable place to be.

And what about that fifth "R" -

REALIZE - And there are three things to realize:

1) Parents need to realize that decisions made as individuals will have an impact that will affect the group;

2) Schools and parents need to realize that those who are able to pay the full cost of tuition need to pay the full cost of tuition.  The most damaging hindrance to this need is that we've been "giving it away" for so long...and when you're getting it for free, rarely do you want to pay when it comes time to do so; and

3) Schools need to realize that internal financial practices are not as secure as they once were due to:

     a) New legislation to prevent identity theft;

     b) The significant amount of dollars that now pass through a school office; and

     c) New rules governing credit card usage.

Now wait a minute - you're probably saying, "Wasn't this titled, 'The Three "R"s of a Faith-Based School?'  Where did 4 and 5 come from?  And where's 'Religion?'"  Let's not mix things up too much.  Religion is a class in a faith-based school.  Living out that faith should permeate the schoool - it's the WHOLE school - the mystery of School, Ministry, and Buisness.  It's not only the Holy Trinity - it's what our schools are.  As for the 5 "R"s, remember that 3 leads to 4 leads to 5 which creates the system.

All of these "R"s will take a major change in the mindset of not only parents, but our parishes and communities as well.   Changing a mindset is what we do everyday when we teach the children in our schools.  Now we have to find ways to teach the adults...but make them think that it was their idea so that they'll own it, and then spread the good news about our schools.

© Michael V. Ziemski, SchoolAdvancement, 2010 (Original Publication Date: 20050613)