What I’ve Learned This Year - 2009

     Continuing the tradition begun in 2007, the final Marketing Matter for 2009 will share three of the things I've learned this year, with the hope that all of us become life-long learners.

     First, there are three paths that Catholic schools can take as we move forward in terms of how their governance is set up: 1) Independent Catholic schools, supported by surrounding parishes, governed by a President/Principal/Pastor/Board model; 2) Diocesan schools, with a centralized administration, with principals reporting to the Superintendent of Schools; or 3) Ministries of the Parish.  Schools that continue to cling to historical models which were in places when religious women were abundant in the schools are the ones that are having difficulties in difficult economic times.  Even if there were an abundance of religious women in Catholic schools today, they would need to be paid a living wage in order to support their religious community.

     Second, there is ALWAYS more to do.  Cross one item off the "Do" list, and three more appear (or, cut off one head of the Hydra and two more appear).  In that spirit, launching in 2010 will be three things: first, a series of articles called "Development Development."  Each month, a new posting will be made to help move from a fundraising mindset to a Development mentality.  Of course, if you're already well-steeped in Development, "Advancementality: The Blog" brings an article to you each week to help move from practicing Development to the systemic notion of Institutional Advancement; second, a new site called ParishAdvancement to help parishes with the 5 elements of advancement.  More on that as it develops - at least it's part of the plan; and third, a thought process to "advance" advancement to its next stage - "Growth."  Since CHANGE is "Constantly Having A New Growth Event," and to change is to grow, it only makes sense that the goal of advancement is growth.  Cutting back (or pruning) in order to foster new growth is a excellent business strategy.  However, cutting back significantly to maintain existence can reach a point where it's no longer possible to cut further, and closure results, causing another set of emotions, decisions and tasks to be generated.  It's much more stimulating to generate emotions, decisions and tasks that foster growth.

     In that light, I thought I would share a revelation about the "Three things that last:" Faith, Hope and Love.  Anyone who has participated in Worldwide Marriage Encounter or Engaged Encounter is familiar with the fact that love is a decision.  Interestingly, all three of these are decisions brought about by an emotional support structure manifested in a physical reality for validation.  That is, conscious decisions sparked and fueled by emotional experiences.  I have to decide to grow in faith; otherwise, existence has no purpose.  I have to decide to grow in hope; otherwise, hopelessness would overwhelm me.  I have to decide to love; otherwise, isolation results.  Love is the greatest because of its four aspects:  it is a decision; it is an emotion; it is a physical manifestation (service); and all three combine to create the fourth - it is sacrifice.  God is love because He created us, and came to earth by taking on flesh.  As one of us, He experienced the emotions of love, from Lazarus to the holy city of Jerusalem.  He healed the sick, gave sight to the blind, hearing to the deaf, and mobility to the lame, and gave himself up to death so that we might have eternal life.

     Third, marketing is made easier with branding.  In that same light, so is evangelization.  It goes back to the 1960's song, "They'll Know We Are Christians."  Why are our schools having a difficult time today?  It's not just demographics, it's not just the economy, it's ALL of it.  Those are easy things to point to and blame for our predicament.  However, we pray, "God grant me the serenity to accept the things I cannot change; courage to change the things I can; and wisdom to know the difference," let us remember that we are in control of very little, and that every change we take may lead to more necessary changes.  We can't change demographics trends overnight; however, as long as there is a public school system in the vicinity of our school, there are children that need to be educated.  We can't change economic trends overnight; however, we can't keep "giving away the store" either by pricing our product below what it costs.  Even in difficult times, people will pay for quality if they know what the difference is.  What we can change immediately is what we are...we just have to decide to do it.

     Let's take Jesus as the example - after all, even the children sing "I want to be like Jesus."  For the most part, people sought him out.  He only sought out a few people...to be his disciples.  Look at the early Christian church.  It was persecuted, and Christians knew each other by the sign of the fish.  They preached and did good works.  Again, people sought them out, "and their numbers grew."  The sign of the fish (Ichthus, in Greek), was the "Brand" of the early Christians.  Your school needs to be a remarkable place so that others can start the "buzz" about the school.

     I'm sure we've all heard of Facebook and MySpace as forerunners in the new phenomenon of social networking.  LinkedIn (www.linkedin.com) is a site that provides networking for business professionals.  Members can "recommend" other members because of the work that they've done, building their reputation in the business world.  That's the same kind of "buzz" we need to create about out schools - on the Internet, in the community, in the parish, and among current parents.

     Why is it important to maintain "buzz" with people that are already affiliated with the school?  So they don't leave!  Catholic Schools Week is just around the corner.  It's the venue to Celebrate Catholic Schools, and something can only be celebrated if it's known.  For instance, if someone 300 miles away from me is celebrating a birthday, it may not matter to me - unless that person has played a significant role in my life, or I know the person.  Therefore, when we Celebrate Catholic Schools and try to convince people to come and celebrate when they have no idea of what we're about, we're spinning our wheels.  Catholic Schools Week should be used as a way to keep people energized about our school so their children can remain enrolled, and they can, in turn, spread the word to others.  That's why Marketing is not only Education - it's Evangelization!

     But back to the Sign of the Fish - what is your school's "brand?"  You need to identify those remarkable aspects about your school which make it totally unique in the community you serve, and associate them with an identifier that's just as unique and memorable.  Remember, too, that if you're not a "brand," you're a "commodity."  A commodity is something that serves a particular purpose.  When pricing a commodity, the lowest price wins.  If someone sees no difference between Coca-Cola (R) and a cola-flavored beverage, the lower priced product will win out.

     During these "Days of Christmas," think about what makes your school "your school."  You'll need to share that with your school next month.

     May all of us be blessed with a prosperous and peace-filled 2010.