Since we’ve just ended another cycle of the five aspects of advancement, here’s this year’s edition of the “Midsummer Nights’ Assignment.”<\/p>\n
I read at least two books over the summer and one during the school year, although last was a little different, and was labelled, “The Year of Transition.”\u00a0 Mom passed at 92, our renter bailed on our rental property and we needed to spend time and money fixing all the damage she created, we sold our house and moved an hour away to be closer to my dad and my wife’s mom, and I retired from full-time work at the end of the year.<\/p>\n
This year, with wars being started, AI becoming omnipresent, and starting to work with schools on a one-on-one basis who want to work with me to allocate their financial aid, provide training for advancement and development folks, and streamline their processes to make their parents’ journey through their admissions process smoother by using their technology the way they should be used rather than “out of the box,” the changing continues!<\/p>\n
Making the experience better for the customer is why I’m glad I’m now able to focus on the behavior of customers and what your school needs to know about them.<\/p>\n
Before you think that sales has nothing to do with schools, that’s precisely why many schools struggling to fill their enrollment goals.\u00a0 Actually, for some schools, their stated goal isn’t something like “Increase enrollment by 10 percent.”\u00a0 It’s more like, “Hope to stay open next year.”<\/p>\n
And “hope” is not a goal, nor a strategy, nor a target.\u00a0 It’s a mindset.<\/p>\n
It’s something that’s necessary – but so is change – especially if you don’t like the results you’re getting from doing the things the way you’ve always done them.<\/p>\n
Development requires the same processes that sales requires – keep track of constituents, asking for gifts of funding (rather than asking for the sale), and following up with donors and prospective donors (rather than customers and prospective customers).<\/p>\n
The enrollment process is congruent to the sales process too, since all constructs which must be present to allow a company to excel at sales are the same constructs that must be present in your tuition-charging school – a great product, great service, great people to connect with, a great feeling of enthusiasm in the tummies of members of your school’s parent community, and great word of mouth marketing from those raving fans of your school.<\/p>\n
(Tangent warning:\u00a0 You may have just thought, “A great feeling of enthusiasm in the tummies of members of your school’s parent community?\u00a0 What does that mean?\u00a0 Don’t you mean “minds and hearts?”\u00a0 No, I don’t.\u00a0 The mind and the heart are not the real seats of emotion.\u00a0 For more about that, drop an email to archangeladvancement@gmail.com<\/a> with the words “Seat of Emotion” in the subject line).<\/p>\n Most schools give their students a required summer reading assignment. When I worked for a Diocesan schools’ office almost 20 years ago, our Superintendent and my mentor made us staff members as well as all the principals of the schools take on a summer reading assignment too!<\/p>\n Because we want our students to become life-long learners, we have to lead by example.<\/p>\n If they have a summer reading assignment, so do you.<\/p>\n Here are some resources I’ve gathered over the past few years. Pick one and read it. I must say that I never enjoyed reading, except reading about music and reading music.\u00a0 My teachers always wanted me to read the newspapers to become informed about\u00a0 events in the world, which only served to depress me, and do even more today!\u00a0 Further, after speaking with students today, I’ve found it has the same effect on them, and psychology experts agree that news overload can create and reinforce a “scarcity” mentality rather than an “abundance” mentality.<\/p>\n And, by the way, it’s one of the issues behind social media and the polarization of our nation today – negativity sells, and the media need to attract viewers or listeners to offer advertising space.\u00a0 The other issues are lack of respect, as well as a lack of concern for others.\u00a0 Put all those three together, and you have today’s perfect storm.<\/p>\n So the next time you’re on social media, don’t get caught up in what’s being posted, but note that all the comments happen after someone shares a news item, their thoughts, requests for help in finding someone to do repair work, or life-changing and happy events (but psychologists say even too much of that can be depressing, since it could seem like everyone is happy except the reader).\u00a0 It’s usually the comments<\/em> after that item that causes the polarizing discussions to ensue.<\/p>\n So unplug, grab a book, and enjoy reading.\u00a0 Focused reading.\u00a0 Not on an eReader or your mobile device, because the alerts are distracting and will drag you back into the rabbit hole, and as research has shown, it’ll take you twice as long as you spend on it to bring you back to what you were doing and regain focus.<\/p>\n I’ve enjoyed these texts, as they have enflamed my passion for helping schools to grow – and, at times, have brought them back from the brink of closure.<\/p>\n While The Bible is the source of\u00a0 much inspiration (especially the Book of Proverbs), if you read a chapter a day, it would take you about 3 years\u00a0 and 3 months to complete it (or, you could read 3 or 4 chapters a day and\u00a0 complete it in a year).\u00a0 The following books, however, should take you only a couple of\u00a0 days to a few weeks to complete. Give yourself the goal to finish it before the new school year begins. You can find them in your local Barnes and Noble or online at Amazon.com, and there are used copies available for extra savings.<\/p>\n Think Again<\/em> by Adam Grant<\/strong>.\u00a0 The sub-title is, “The Power of Knowing What You Don’t Know.”\u00a0 \u00a0This book takes a fresh look at critical thinking and the importance of questioning your opinions (not your beliefs and certainly not proven truths).\u00a0 Grant argues that from this exercise comes wisdom, and the potential to position ourselves for success.\u00a0 From the synopsis at Amazon.com:<\/p>\n Intelligence is usually seen as the ability to think and learn, but in a rapidly changing world, there’s another set of cognitive skills that might matter more: the ability to rethink and unlearn. In our daily lives, too many of us favor the comfort of conviction over the discomfort of doubt. We listen to opinions that make us feel good, instead of ideas that make us think hard. We see disagreement as a threat to our egos, rather than an opportunity to learn. We surround ourselves with people who agree with our conclusions, when we should be gravitating toward those who challenge our thought process. The result is that our beliefs get brittle long before our bones. We think too much like preachers defending our sacred beliefs, prosecutors proving the other side wrong, and politicians campaigning for approval–and too little like scientists searching for truth. Intelligence is no cure, and it can even be a curse: being good at thinking can make us worse at rethinking. The brighter we are, the blinder to our own limitations we can become.<\/p><\/blockquote>\n The Power of Moments: Why Certain Experiences Have Extraordinary Impact <\/span><\/em><\/strong>by Chip and Dan Heath<\/strong> (the authors of “Made to Stick”).\u00a0 Here’s the description, which speaks to the experience<\/em> of your school:<\/span><\/p>\n While human lives are endlessly variable, our most memorable positive moments are dominated by four elements: elevation, insight, pride, and connection. If we embrace these elements, we can conjure more moments that matter. What if a teacher could design a lesson that he knew his students would remember twenty years later? What if a manager knew how to create an experience that would delight customers? What if you had a better sense of how to create memories that matter for your children?<\/p><\/blockquote>\n Remember that EVERY experience doesn’t have to be a delightful one, simply because we don’t remember “everything.”\u00a0 Your camera takes pictures to help you remember those incredible “moments” that you want to remember.\u00a0 Keep that in mind as you plan the “experiences” your school will offer its parents, students, parents of prospective students, donors, and prospective donors (that’s your five audiences) in the coming school year.<\/p>\n The Advantage: Why Organizational Health Trumps Everything Else In Business<\/span><\/em> <\/span><\/strong>by Patrick Lencioni<\/strong> – I’m a fan of this author!\u00a0 Check out this description from Amazon.com, and then consider the question at the end of the paragraph:<\/span><\/p>\n There is a competitive advantage out there, arguably more powerful than any other. Is it superior strategy? Faster innovation? Smarter employees? No, New York Times<\/i> best-selling author Patrick Lencioni argues that the seminal difference between successful companies and mediocre ones has little to do with what they know and how smart they are and more to do with how healthy they are. In this book, Lencioni brings together his vast experience and many of the themes cultivated in his other best-selling books and delivers a first: a cohesive and comprehensive exploration of the unique advantage organizational health provides.\u00a0 <\/span>Simply put, an organization is healthy when it is whole, consistent and complete, when its management, operations and culture are unified.\u00a0 Healthy organizations outperform their counterparts, are free of politics and confusion and provide an environment where star performers never want to leave.<\/p><\/blockquote>\n Now, consider your school.\u00a0 Is it “healthy,” or is it struggling to gain enrollment, development and fiscal health?\u00a0 As a leader of your school, this is one of those brutal facts you need to look squarely in the eye.\u00a0 The reason?\u00a0 Parents looking at your school today want to keep their children there for the duration of their educational experience.<\/p>\n Start With Who<\/em> by Marcus Marden<\/strong> – While Simon Sinek’s Start With Why<\/em> has significant merit (see the book later in this list), it really only helps once you know the answer to “who.”\u00a0 I came to this realization after hearing a quote from The Michael Hyatt Companies: “People lose their way when they lose their why.”\u00a0 My immediate thought was,”Yes, but people lose their why when they lose their who.”\u00a0 Think of the elderly couple married for over 60 years.\u00a0 When one of them passes on, it’s not uncommon for their spouse to pass on just a short time later.\u00a0 Also, think of the school that loses a respected and loved principal to retirement, and brings in a new person leader filled with new ideas that may not necessarily congruent with the identity of the school.\u00a0 I’ve seen changes in school leadership that have resulted in the people working for them to seek new opportunities.\u00a0 Read this book to first find out who you are and reveal the hidden power of identity to create a purposeful life.<\/p>\n Essentialism: The Disciplined Pursuit of Less<\/em> by Greg McKeown<\/strong> – I chose this book,\u00a0thinking it might be counter-intuitive to systems thinking since Advancement Directors need to do be mindful of everything working together as a system. \u00a0However, it actually reinforced some of the concepts I’ve offered in SchoolAdvancement.com, such as making one each day of the week dedicated to one of the elements of Advancement. \u00a0When someone wants to hold a meeting with you regarding marketing on a Tuesday, but Thursday is your day to focus on Marketing, perhaps “No” is the correct response, especially if Tuesday is the day you’ve set aside to focus on Development by meeting with 4 prospective donors.<\/p>\n Create Distinction<\/em> by Scott McKain<\/strong> – Scott shares the 4 Cornerstones of Distinction as a framework for how to make your school “distinctive.” \u00a0While I like to use the word “Remarkable,” the fact of the matter remains that you cannot be just like the school that’s just down the road from you. \u00a0While you might say, “We’re different,” if you both claim a focus on faith identity, excellent academics, and a caring and safe environment, then one of the two schools has no reason to exist.<\/p>\n The Eight Principles of Sustainable Fundraising<\/em> by Larry C. Johnson, CFRE<\/strong> – Larry has literally written the book on Development, calling it “Sustainable Fundraising.” \u00a0This verbiage distinguishes practices which support raising funds through donor engagement from what most folks call “Fundraising,” which is short-term focused. \u00a0Trying\u00a0to support your school for the long-term on constant fundraising activities is an exercise in futility. \u00a0Larry’s eight principles provide a standards against which your processes can be evaluated.<\/p>\n What Customers Really Want: How to Bridge the Gap\u00a0 Between What Your Organization Offers and What Your Clients Crave<\/em>\u00a0by Scott\u00a0 McKain<\/strong> – Think students are your customers? Think again. Parents are. Why is\u00a0 your enrollment declining? Because the tuition is too high, right? Think again.\u00a0 Perhaps your parents aren’t perceiving value, and aren’t being treated the way\u00a0 they want to be treated. The average per student tuition is hovering between $4,000 and $5,000 per child in\u00a0 many faith-based elementary schools (5 years ago, it was around $3,500) and the cost of education is just over $5,000. When you consider that a “major gift” in\u00a0 development circles is anything over $2,500, it’s not enough just to send your\u00a0 parents a bill…especially if they have 2 or more children in your school (even with multi-child “incentives”).<\/p>\n Start With Why: How Great Leaders Inspire Everyone to\u00a0 Take Action<\/strong><\/em>\u00a0by Simon Sinek<\/strong> – Starting with WHY works in big business and small\u00a0 business, in the nonprofit world and in politics. Those who start with WHY never\u00a0 manipulate, they inspire. And the people who follow them don’t do so because\u00a0 they have to; they follow because they want to.<\/p>\n Teach With Your Strengths: How Great Teachers Inspire Their Students<\/em>\u00a0by Rosanne Liesveld, Jo Ann\u00a0 Miller and Jennifer Robinson<\/strong> – Think you’re good at something? You might be, but\u00a0 it might not be one of your five top strengths. Focus on using these strengths,\u00a0 and great results will follow.<\/p>\n Change Your Mind and Your Life Will Follow<\/em>\u00a0 by Karen Casey<\/strong> – As a culture, we fight change. But it’s the only other thing\u00a0 that’s inevitable after death and taxes. So many schools see things changing\u00a0 (declining enrollment, increasing tuition), and wonder what they can do about\u00a0 it. If what you’re doing doesn’t bring positive results, then you have to change.\u00a0 And it starts with your mind.\u00a0 Changing demographics and depressed economies aren’t the reasons faith-based schools are closing.\u00a0 The real danger is the mindset of pastors, principals, business managers and today’s parents of school students.<\/p>\n The Six Secrets of Change<\/em> by Michael Fullan<\/strong> – In today’s business world, one of the most sought after skills today is an expertise in change management. \u00a0If you know you have to change some things or practices in your school in order to make it grow, this text provides\u00a0what is necessary for change to happen successfully.<\/p>\n The Little Black Book of Connections<\/em>\u00a0by Jeffrey Gitomer<\/strong> –\u00a0 Connections are important to success today. It’s not only who you know, it’s who\u00a0 knows you. If nobody knows about you or your school, chances are your enrollment\u00a0 efforts aren’t successful and your development efforts are lackluster. From an\u00a0 alumni perspective, it’s not only who knows you, but who you will know. Make\u00a0 those connections now, especially through social networking on the Internet. \u00a0Speaking of online presence, how is your school’s Web site? \u00a0Does it look like it’s 10 years old? \u00a0Was the last time it was updated more than a week ago? \u00a0Does it look the same on a computer as it does on a mobile device? \u00a0If you answered “Yes” to any of those questions, this is your wake-up call.<\/p>\n The Treasure Principle<\/em>\u00a0by Randy Alcorn<\/strong> – Believe it\u00a0 or not, Jesus talks about money in the Scriptures more than He talks about\u00a0 heaven. It’s how we use not only the talents, but the time and the treasure that\u00a0 are given to us which will determine how we’ll get to heaven.<\/p>\n The Dip<\/em>\u00a0by Seth Godin<\/strong> – In any great endeavor, there is always\u00a0 a “dip” – that period where things seem darkest right before they takeoff and\u00a0 turn into something wildly successful. It’s just that we don’t know how long the\u00a0 dip will last if we keep working at it – which is why people throw in the towel\u00a0 at the most inopportune moment.<\/p>\n Purple Cow<\/em>\u00a0by Seth Godin<\/strong> – Wouldn’t it be\u00a0 a remarkable thing to drive past a field of grazing cows, and see one that’s\u00a0 purple? You might even stop the car, grab your cellphone and take a picture of\u00a0 it, to show that you weren’t hallucinating. If you want people to stop what\u00a0 they’re doing and take a closer look at your school, your school must be\u00a0 remarkable, distinguishing it from other schools around it. Is\u00a0 it?<\/p>\n Retention: A Systems Approach to Growing Enrollment<\/em>\u00a0– by yours\u00a0truly!<\/strong> \u00a0You can\u00a0get your copy at \u00a0http:\/\/www.lulu.com\/shop\/mike-ziemski-med\/retention-a-systems-approach-to-growing-enrollment\/paperback\/product-21564515.html.<\/a><\/p>\n