Steve Virgadamo a thought leader in education reform discusses advancing the mission of a Catholic School.

1. AGENDA
I. 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 AGAIN
III. Enrollment Management – board need to know –
DO?
IV. Advancement – board need to know – DO?
IMPROVING AND ENHANCING
ADVANCEMENT EFFORTS
STEVEN VIRGADAMO
PRESENTER
Diocese of Pittsburgh

2. It all begins with the Coffee
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3. It all begins with the Coffee
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4. Nona’s Coffee
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5. Historical Perspective
Diocese of Pittsburgh
18841884
Plenary Council of Baltimore 20% of Catholic Schools Close
19641964 19721972

6. 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.
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7. Formula for a successful Advancement Program
Quality Catholic Education
+
Sound Business Management
+
Effective Marketing
=
Pupils, People and Dollars
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8. Formula for a successful Advancement Program
 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
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9. Formula for a successful Advancement Program
• Understanding
• Commitment
• Involvement of People
• Strategic Plan
• Comprehensive Communication/Effective Marketing
• Funding
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10. Formula for a successful Advancement Program
• Gift Opportunities
• Annual Fund
• Periodic Capital Campaign
• Endowment Growth via Planned Gifts
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11. Annual Fund
• The Annual Fund is more than just a fund campaign.
• It is a coordinated, concentrated effort on the part
of the school to plan one major, professional effort
producing better results than many small campaigns.
• The Annual Fund Drive solicits gifts each year
from all school constituencies.
• The philanthropic dollars secured are typically used to fund the implementation of the
strategic planning goals
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12. 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.
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13. Annual Fund
The 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 publics
should be a priority goal for each year);
• Encourages donors to adopt an annual giving habit.
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14. 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.
Diocese of Pittsburgh

15. 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.
Diocese of Pittsburgh

16. 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 equal
one-third of the overall goal;
• Next approximately 100 to 150 gifts
must equal one-third of the overall goal;
• Bottom third is many gifts.
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17. Sample Standard
Gift Range Table
Gifts No. of
Prospects
Amount Total Cumulativ
e
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 NA
Many Small Gifts X<$100 $18,000 $60,000 NA
Goal: $60,000Goal: $60,000

18. Organizational Structure
For The Annual Fund
Annual Fund
Steering Cabinet
Major Gift
Phase
Parent
Phase
Alumni
Phase
Faculty/
Staff Phase
School
Board
Phase
Grandparen
t Phase
Business/
Civic Phase
Other

19. Annual Fund
• The process of the Annual Fund is based on three principles:
1. The school community is a composite of
concentric rings around the school operation,
each with its own level of interest and sense
of “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 approach
the various school publics is through
the help of people who are in that public
Diocese of Pittsburgh

20. Annual Fund
• The process of the Annual Fund is based on three principles:
1. The school community is a composite of
concentric rings around the school operation,
each with its own level of interest and sense
of “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 approach
the various school publics is through
the help of people who are in that public
Diocese of Pittsburgh

21. Sample
Annual 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:

22. 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 Riordan
Archbishop Of San Francisco, 1912
From Page 127 of The Catholic Philanthropic Tradition In America By Mary J. Oates
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23. The Anatomy
of an Encounter
•Opening
•Questions
•Presenting
•Negotiating (overcoming objections)
•Listening
•Closing

24. 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
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25. Solicitation Techniques
•Presentation
•Probing for motives
•Presenting the case - features and benefits
•Challenging reaction to case - questioning
•Listening and reflection
•Identify needs
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26. Solicitation Techniques
•Closing
•Define expected results
•Assist in problem solving
•Restate commitment
• Ask for active participation
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27. 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 questions
about the parts of your prospect's previous answers you'd like to emphasize.
• Ask FACT FINDING questions.
• Ask FEELING questions to uncover
your prospect’s beliefs on issues related to education.
• Ask REACTION questions.
• Ask NEED questions (e.g. Have you considered the tax benefits?)
• Always…Always…Always
prepare questions for each prospect IN ADVANCE!
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28. 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?
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29. Life Cycle of a Major Donor
$$$Gifts$$$Gifts
25 35 45 55 65 75 85
AgeAge
Deferred
Gift
Zone
Motivation to Give
Financial Capability

30. And that takes us back to….
The Coffee!
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31. Marketing DefinedMarketing Defined
Marketing is the process of
researching, analyzing, planning, implementing,
and controlling
carefully formulated programs
designed to bring about
voluntary exchange relationships
with specifically targeted audiences.
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32. Marketing A ServiceMarketing A Service
RELATIONSHIPS
RELATIONSHIPS
RELATIONSHIPS
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33. Understanding EnrollmentUnderstanding Enrollment
Parents choose a Catholic School:
• Perception of better academic quality;
• Structure, safety, discipline;
• Religious values.
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34. 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?””
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35. 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.
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36. Characteristics of Schools with High RetentionCharacteristics of Schools with High Retention
RatesRates
• Ensure a good fitgood fit between the student/family and the school;
• Provide a high-qualityhigh-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;
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37. Characteristics of Schools with High RetentionCharacteristics 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 risk” students“at risk” students;
• Build connections and foster a sense of belongingsense of belonging;
• Provide a “look ahead”“look 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 meetingconsistently meeting
student needsstudent needs.
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38. Marketing MantraMarketing Mantra
The consistent delivery of
the right messageright message,
to the right personright person,
in the right way,right way,
at the right time.right time.
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39. The Right PersonThe Right Person
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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

40. Generation X
Generational ValuesGenerational Values
Techno savvy
Think globally
Self-reliance
Diversity
Pragmatic
Risk-takersRisk-takers
SkepticalSkeptical
IndependentIndependent
Task-drivenTask-driven
Defining EventsDefining Events
Watergate
Single parents
Latchkey kids
MTV
AIDs
Computers
Challenger
Glasnost
Berlin Wall
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

41. Generation Y
Generational ValuesGenerational Values
Confidence plus
Civic duty
Achievement
Street smarts
Multi-tasking on steroids
Fearless
OptimisticOptimistic
Co-dependentCo-dependent
TenaciousTenacious
Defining EventsDefining Events
Internet chat
School violence
Over-involved parenting
Multi-culturalism
World Trade Center attacks
Gulf War
Iraq
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

42. 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:

43. 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:

44. 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:

45. 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:

46. 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
ResearchResearch
Generational media preferences:

47. The Right Way
Generation XGeneration X
Ages 27-44
• TV and radio;
• Movie trailers;
• Phone messages;
• Email marketing (not
texting).
Generation YGeneration Y
Ages 8-26
• Text messaging;
• Voicemail;
• Email;
• Internet sites.
Source: National Center for Health Statistics via http://www.boomerproject.com/home.php

48. 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.
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49. 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

50. The Doctrine of the Trinity
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