{"id":3574,"date":"2025-09-09T15:00:11","date_gmt":"2025-09-09T19:00:11","guid":{"rendered":"https:\/\/archangeladvancement.com\/?p=3574"},"modified":"2025-09-09T17:29:09","modified_gmt":"2025-09-09T21:29:09","slug":"september-change","status":"publish","type":"post","link":"https:\/\/archangeladvancement.com\/?p=3574","title":{"rendered":"September: CHANGE"},"content":{"rendered":"

Fall begins this month, and Fall is the season of CHANGE. That\u2019s a very special word when it comes to Development.<\/p>\n

The letters in CHANGE are an acronym describing the activities of people involved with Development and Advancement.<\/p>\n

And, not only is change difficult, it\u2019s feared.<\/p>\n

For\u00a0five\u00a0years, I worked with an organization that slowly\u00a0modified the ways they raised their funds, simply because the “traditional”\u00a0manner of fundraising doesn\u2019t work as a long-term strategy. Through the journey, we found:<\/p>\n

    \n
  1. Ways to increase participation by making connections with parents of potential incoming students;<\/li>\n
  2. Parents have less time to fundraise \u2013 because parents may not only be involved with your school, but be involved with other causes that require them to fundraise;<\/li>\n
  3. Community members have less tolerance for fundraising \u2013 be it living on a fixed income, economic hardships, the reluctance to ask people to buy things, etc.;<\/li>\n
  4. Costs are constantly increasing; and<\/li>\n
  5. Fundraising is having significantly lower return on investment. Who’s really making the money? The company selling the fundraising items.<\/li>\n<\/ol>\n

    Put all those things together, and it points to the necessity for new ways to generate revenue.<\/p>\n

    That\u2019s the first \u201cchange\u201d that must happen \u2013 the way you speak about<\/em> raising funds. It\u2019s \u201cRevenue Generation,” or even “Raising Funds.”\u00a0 Not \u201cFundraising.\u201d<\/p>\n

    There was a great text titled “The Eight Principles of Sustainable Fundraising” by Larry Johnson that has now changed (see what I did there) into a full-blown revenue solution.\u00a0 Check it out at http:\/\/www.theeightprinciples.com\/<\/a>.\u00a0\u00a0 The only issue I have with it is that there is no space between the words “Fund” and “Raising.”\u00a0 Why?\u00a0 Because some people think it provides new insights on fundraisers.\u00a0 Well, it does – in so much that having candle sales, cookie dough sales and, even in this era of the pervasiveness of the Internet, magazine sales fundraisers are not<\/em><\/strong> the way to create sustainable revenue for your non-profit organization, and specifically, your school.<\/p>\n

    Development does not mean developing “new fundraisers” either.\u00a0 It means developing relationships<\/em> with people, and, more precisely, developing and deepening the relationships with people who are engaged with the mission and vision of your organization.<\/p>\n

    Moving from Fundraising to Development requires a fundamental change in one’s mindset.<\/p>\n

    So what does CHANGE stand for? I suggest it stands for \u201cConstantly Having a New Growth Event,\u201d\u00a0because\u00a0to change is to grow \u2013 and we need to grow\u2026or else we die.<\/p>\n

    There are three paths you can take when you consider change:<\/p>\n

    1) Make it happen<\/p>\n

    2) Resist it when someone else makes it happen<\/p>\n

    3) Go with the flow (and, as it’s been said, any dead fish can go with the flow).<\/p>\n

    Personally, I’ve made the decision to choose route #1. It’s what you’ll need to do to solidify your school’s financial foundation, and since education is all about change, it shouldn’t come as a surprise that change must happen. After all, when a student walks into a classroom and learning has taken place, change has occurred within that student’s mind when that student walks out of the classroom.<\/p>\n

    If the student walks out unchanged from when they entered, they were either not exposed to a new idea or decided to be closed-minded about the activities that day. Learning did not happen, and change did not take place. Indeed, being a teacher means being a facilitator of change.<\/p>\n

    CHANGE can also stand for six elements critical for Development efforts to succeed.<\/p>\n

    C is for Communication. It\u2019s not just getting the message out there \u2013 it\u2019s tailoring it to the intended audience. The way the organization communicates with a parent is different from the way it communicates with the media\u2026which is different from the way it communicates with incoming parents, which is different from the way it communicates with school administration, alumni or area businesses.<\/p>\n

    These four constituencies must be treated differently because they provide different functions. Each of the communication avenues serves to, respectively, retain members, bring in new members, promote the activities of the school to the general community, or to the people who financially support the organization.<\/p>\n

    Your school’s primary communication vehicle today is your school’s Web site, and if your school doesn’t have a great-looking, interactive, Web site created with responsive design, you need to get one and get one…like NOW!\u00a0 Also, may I be so bold to suggest that if your parish or church is generously giving you a Web page<\/em><\/strong> for your school\u2019s information, and telling you that you don’t need a Web site, they\u2019re actually preparing for the school\u2019s closure.<\/p>\n

    And don’t think for one minute that a Facebook page can act as your school’s Web site.\u00a0 There’s a fundamental design issue with Facebook that makes it the WORST alternative to a Web site.\u00a0 Want to know why?\u00a0 Send an email to schooladvancement@gmail.com<\/a> with the words “Why Facebook isn’t a good substitute for a Web site” in the subject line.<\/p>\n

    What is a Web site that has responsive design?\u00a0 It’s one that automatically configures itself for mobile devices, eliminating the need for two Web sites – one for computer users and one for mobile device users.\u00a0 If you haven’t noticed it, computers are evolving.\u00a0 Desktops are going away, and laptop computers may soon become the newest doorstop or paperweight.<\/p>\n

    “Notebook” and “tablet” computers and mobile devices today have touchscreens and snap-on keyboards, and mobility is the key…especially for your school’s parents, because they’re always on the move, and live on their phone.\u00a0 Are you meeting their expectations, or are you expecting them to conform to the way you do things because that’s the way you’ve always done it?<\/p>\n

    If you picked the latter, I would give odds that your enrollment isn’t higher than what it was 5 years ago.\u00a0 Web sites NEED to be designed today with a “Mobile-first” mindset.\u00a0 (By the way, FACTS’ Website Services is an awesome solution, and, if you use a template, it’s incredibly affordable!)<\/p>\n

    Further, keep in mind that more expensive isn’t necessarily better.\u00a0 A friend from high school just spent $20,000 last year to create a Web site for an organization he’s heading up.\u00a0 The template on which the site is built cost $249.\u00a0 Sure, one needs to have the expertise to design it, but after it’s designed, one also needs to have an easy way to update it – and oftentimes, that’s a DAILY thing!\u00a0 I know organizations that spend $10,000 to $30,000 on a Web site, and it’s terrific.\u00a0 I also know organizations that have spent $50,000 on a Web site that looks fantastic on a computer – but doesn’t work on a mobile device.<\/p>\n

    When you’re looking at samples, be sure to look at it on a mobile device FIRST.\u00a0 If you don’t like how it looks there, it doesn’t matter what it will look like on a computer.\u00a0 Want proof that this is important?\u00a0 There are STILL families in schools that ask, “What if you don’t have a computer?”\u00a0 That’s actually fine today, because chances are they have a mobile computer.\u00a0 They just happen to call it a mobile phone.<\/p>\n

    H is for Happenings. These are events which involve the greater community, like a Race for Education, a Car Cruise, or the annual celebration dinner. Sure, they\u2019re fund raising events (note the space between \u201cfund\u201d and \u201craising\u201d), but they attract members of the community \u2013 not just parents and their friends and relatives who are already giving of their time, talent and treasure to the school.<\/p>\n

    If you have a dinner, parents need to sell tables rather than just buy tickets.\u00a0 They bring their family and friends.\u00a0 Their friends become involved with your school.\u00a0 Their addresses make their way to your annual appeal lists.\u00a0 Wait – did you just think, “But I don’t capture their names, addresses and emails at our events?”\u00a0 That’s a behavior that also must change.<\/p>\n

    And speaking of your annual appeal…<\/p>\n

    A is for Appeals. Utilize your alumni list to craft an annual appeal\u2026but don\u2019t expect to simply ask for funds and get them. You have to communicate \u201cwhy\u201d individuals or organizations should give.<\/p>\n

    The \u201cWhy\u201d is the essence of a \u201cCase\u201d statement you need to craft for each appeal you make, which is why most schools focus on one large annual appeal. Highlight the achievements and recognitions of your school and its students.<\/p>\n

    People want to contribute to positive experiences; they don\u2019t want to contribute to \u201chelp\u201d you meet shortfalls. True, they might \u201chelp\u201d you one year\u2026maybe two.<\/p>\n

    If you don’t believe this, think of what happens when someone constantly<\/em> asks you for help?\u00a0 You might begin to wonder why they\u2019re always<\/em> asking for help, what did they do with the help you provided them in the past, why don\u2019t they ask someone else for help, or what\u2019s so wrong with them that they always need<\/em> help?<\/p>\n

    Rather than being asked for help, individuals and other organizations must be “invited” to become involved with your school, and then, as the involvement deepens, engagement happens. The more people are engaged with your school, the more likely they are to support it, especially with their treasure.<\/p>\n

    Keep in mind that they’re not just supporting the school \u2013 they\u2019re supporting the successes<\/em> of your school, and expect<\/em>, not just want, to see more successes.<\/p>\n

    Share the stories of the people in your school…especially your students.\u00a0 Their transformation through their educational experience is one of the most emotionally compelling things about your school.\u00a0 Your donors will want to contribute to see your school provide more of them to more students.\u00a0 Verbiage that states “Help us reach our goal” does nothing to excite a donor since it focuses on “your” goal, and not “their” effect on the life of a student.<\/p>\n

    Once you start doing these things, you have to keep at it \u2013 sowing, cultivating and reaping. Think of what would happen if you planted a seed, and a flower sprouted, then several more flowers sprouted because of your cultivation, watering, fertilizing and weeding around it. Then, after a couple of years, if you just stop doing that, what do you think will happen?<\/p>\n

    Weeds can choke them, they\u2019ll die from lack of water, or they\u2019ll shrivel up because the previous flowers used all the nutrients in the soil.<\/p>\n

    Further, once you start seeing fruits from Development, \u201cauto-pilot\u201d doesn\u2019t happen.\u00a0 You must constantly attend to it…which means you MUST have someone associated with your school who can “own” this process.\u00a0 It’s not just something for a teacher to do as a part-time add-on, especially since it’s a year-round job, and one where most of the necessary activities take place outside the walls of the school.<\/p>\n

    Next month, this column will be brought to you by the letters N, G and E, and we’ll look at the last three qualities contained in the acronym “CHANGE.”<\/p>\n

    Before concluding, here’s an anecdote about a school – a public school, mind you – that was trying to raise some money (yes, public schools have fundraisers too).<\/p>\n

    A parent booster organization for the local high school’s competitive band program was successful in getting the local school board to provide funding for new uniforms \u2013 but not all of the funding. The parent booster organization agreed to contribute some of the funding, and the band director chose not to purchase any new instruments in favor of shifting funds to the uniform cause.<\/p>\n

    The last piece of the puzzle was to have the booster organization raise $6,000 toward the project. The boosters began talking about what kind of fundraiser they can have to do it. Since my children are no longer part of the organization, I emailed the band director and president of the booster organization and said, \u201cWhy don\u2019t we just ask individuals to contribute funds rather than selling stuff?\u201d<\/p>\n

    Guess what happened?<\/p>\n

    A gift of $500 was received, which would be matched by their employer.<\/p>\n

    A gift of $1,000 was received, which would be matched 2 to 1 by that person\u2019s employer.<\/p>\n

    That\u2019s $4,000 right there – from just 2 people!<\/p>\n

    Using the 80\/20 rule of fundraising, $4800 could be contributed by the gifts of 5 people.\u00a0\u00a020 more people with an average gift of $60 would raise the remainder, and the current boosters wouldn\u2019t have to deal with yet another fundraiser, and wouldn’t have to ask people to sell anything.<\/p>\n

    Gifts were given from people who were engaged with the organization, knew of the happenings that reflect positively on the school district and the students, and were happy to provide monetary gifts that would cause the band members to be excited and grateful for their new uniforms.<\/p>\n

    And no one had to buy candles.<\/p>\n

    By the way, if you want to read more about the three things necessary to be able to change, check out “Switch” by Chip and Dan Heath.\u00a0 It’s a great change management primer.\u00a0 Visit this link<\/a> if you’d like to look into it.<\/p>\n

    \u00a9 Michael V. Ziemski, SchoolAdvancement, 2010-2025.<\/p>\n","protected":false},"excerpt":{"rendered":"

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