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2014 Diocese of Allentown: A Success Story
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2014 Diocese of Allentown: A Success Story

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The Diocese of Allentown was the only Catholic School system in the Northeast to grow Elementary School Enrollment in the 2012-2013 Academic year. In the 2013-2014 school year our system grew again. …

The Diocese of Allentown was the only Catholic School system in the Northeast to grow Elementary School Enrollment in the 2012-2013 Academic year. In the 2013-2014 school year our system grew again. This presentation will be made at the National Catholic Education Association Convention in April 2014. More materials can be downloaded at: http://www.allentowndiocese.org/index.php?cID=1345

Published in: Education, Spiritual

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  • Folding hands storyWilling to changeDo you want to be in the school businessBecause the old business model is brokenEvidenceThere needs to be a new business model
  • The Advancement modelMission drivenData informedCustomer centeredRevenue driversEnrollment managementDevelopment
  • Operating principlesRegistration summarySomewhere I need the “Can’t compete with free” message
  • Job description
  • Get our profile of the people who are best at this:People person and a strong communicatorSales background so they get customer serviceCause person – missionOrganizedExcited about starting something new
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  • Copy of OP template
  • Bridgeport modelHealey modelHybrid model
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    • 1. Diocese of Allentown: A Success Story Presenters Philip J. Fromuth, Ph.D., Secretary for Catholic Education James S. Friend, Jr., M.A., Secretary for Stewardship & Development Gregory J. Geruson, Vice President, Healey Education Foundation
    • 2. So much has changed in Catholic education over the last 50 years
    • 3. The Classroom has changed
    • 4. The staff has changed
    • 5. Enrollment Changes U.S. CATHOLIC ELEMENTARY AND SECONDARY SCHOOLS Number of Schools and Enrollment – 1920-2014 SCHOOLS ENROLLMENT Year Elementary Secondary TOTAL Elementary Secondary TOTAL 1920 6,551 1,552 8,103 1,796,000 13,000 1,926,000 1930 7,923 2,123 10,046 2,223,000 242,000 2,465,000 1940 7,944 2,105 10,049 2,035,000 361,000 2,396,000 1950 8,589 2,189 10,778 2,561,000 506,000 3,067,000 1960 10,501 2,392 12,893 4,373,000 880,000 5,253,000 1970 9,366 1,986 11,352 3,359,000 1,008,000 4,367,000 1980 8,100 1,540 9,640 2,293,000 846,000 3,139,000 1990 7,395 1,324 8,719 1,983,000 604,000 2,589,000 2000 6,923 1,221 8,144 2,013,084 639,954 2,653,038 2010 5,889 1,205 7,094 1,507,618 611,723 2,119,341 2014 5,399 1,195 6,594 1,391,793 582,785 1,974,578 (Source: NCEA Annual Statistical Report on Schools, Enrollment and Staffing 2013-14)
    • 6. Priorities of Parents Why do parents choose Catholic schools for their children?  Faith Formation  High academic standards  Values-added education  Safe school environment
    • 7. The role of the principal has changed Anything missing here???
    • 8. What about Catholic identity and quality academics?
    • 9. We believe that our schools do form our students to be active members of our Church, and that our schools are centers of the new evangelization that call all to live fully the message of Jesus Christ. Further, that our schools are centers of academic excellence that rigorously prepare our students to be life-long learners and contributing members of their local, regional and global communities.
    • 10. Challenges Facing Catholic Education  Enrollment  Changing Demographics  Growing Hispanic Population  Financial  Vocations  Catholic Identity  Priorities of Parents  Governance
    • 11. Diocese of Allentown establishes the Bishop’s Commission on Catholic School In late 2010, Bishop John Barres, Fourth Bishop of the Diocese of Allentown established the Bishop’s Commission on Catholic Schools. The 13 member body was charged with helping to significantly strengthening our Catholic schools. Their goals were to: • To ensure a strong healthy diocesan school system. • To make dramatic improvements in the enrollment management, advancement, finance, infrastructure and governance of our schools.
    • 12. The Bishop’s Commission on Catholic Schools was comprised of 13 individuals from across the diocese who brought a variety of experiences to the table. These included two experienced pastors, one university dean of enrollment, entrepreneurial engaged CEO’s and individuals who had assisted the diocese with a variety of projects in the past. While we believe strongly that our schools were centers of academic excellence where, in a faith-filled environments, our students can both learn about and practice their faith, we recognize the financial, enrollment and governance models needed to be addressed. With the leadership of Bishop Barres and the Bishop’s Commission on Catholic Schools, along with the efforts of diocesan personnel, pastors, principals, parents, parishioners and the Healey Education Foundation significant progress has been made in the Diocese of Allentown in the last 3 ½ years in the key areas of: • Enrollment • Finance • Marketing • Governance What was done and how did we do it?
    • 13.  The way that we were running our school system did not work. We were working our way out of business.  This is a business problem: Management Economics Finance Governance Marketing Key Assumptions
    • 14.  Catholic identity is at the core of our mission in Catholic Education Disconnect: Catholic Identity is not the number one reason families choose a School.  Our product is superior  96% of all Catholic High School graduates enroll in a 2 or 4 year College or University in the Diocese of Allentown  71% of Public High School graduates enroll in a 2 or 4 year College or University in Pennsylvania Key Assumptions
    • 15.  This is not a Development problem.  Enrollment is the #1 income driver (70%)  Example: Tuition: $7,000  Gain 5 more students  Net Gain: $35,000 – Annually – year after year  This is not to discourage schools from raising money for scholarships. A scholarship program compliments a comprehensive enrollment plan. It cannot be the end all. Key Assumptions
    • 16.  Diocesan Level  Arch/Bishop  Office of Education  Pastors  Principals  Top down and bottom up  Accountability: Everyone must make a commitment.  Not a passive sport: Training Required!  We still have a ways to go. Change Requires Commitment
    • 17.  Enrollment Graphs were created for the entire school system  Painful reality  Diocese  Principals  Pastors  Donors  Graphs were compiled into Enrollment Booklet and shared with all constituencies  Enrollment now tracked monthly at the Diocesan level Decisions are data informed
    • 18. Messaging is key!
    • 19. Airplane Model  What is the value of an empty seat?  Tuition Transfer Grant Program
    • 20. 15% of public school Catholic parents and students are unhappy
    • 21. Strategies  College Matriculation Graphs  Key Markets: Transfers, Current Students, Pre-K  Parish Bulletins  Bill Boards  TV Commercials  Principals Need Help – Hire an Advancement Director  Creating Board of Directors  Healey Education Foundation
    • 22. The Bishops’ White Paper “Our vision is clear: our Catholic schools are a vital part of the teaching mission of the Church…We must respond to challenging times with faith, vision and the will to succeed because the Catholic school’s mission is vital to the future of our young people, our nation, and most especially our Church.” (United States Conference of Catholic Bishops, Renewing Our Commitment to Catholic Elementary and Secondary Schools in the Third Millennium)
    • 23. The Model – Helping Schools Help Themselves Mission Development Enrollment Management Communications Constituent Relations Governance
    • 24. Keys to Success • Bottom up and top down - Ownership, leadership, and support • Local control – Advancement director • Empower the laity – Board of limited/specific jurisdiction • Hands on – the value of professional help • Best practices – Mission driven, data-informed, family centered
    • 25. • Full-time • Professionalize • Trained • Initial Focus – allocation will shift over time • Enrollment – 3 days a week • Board and development – a day a week • Communications – a day a week • Mission driven, data informed, customer centered Advancement and the Advancement Director
    • 26. • Cause person – believe in the mission • People person – is a strong communicator • Sales background – gets customer service • Organized • Entrepreneurial – likes building some thing new; a start-up Advancement and the Advancement Director
    • 27. Advancement and the Advancement Director • Year 1 • Mission driven, data informed, customer centered • Brand – mission, logo, tagline, key messages • Enrollment – marketing for recruitment and retention that yields results • Board selection and training • Year 2 • “Do Differents”, annual goals, work plans • Annual fund – mission based fundraising • Board implementation • Enrollment – target marketing, enrollment management • Build on year 1 concepts; expand on brand and key messages • Year 3 • Boards decide, committees work, agendas rule • Enrollment – brand, data, target, volunteers • Targeted annual fund and major gifts – Prospects, case, education, volunteers • Ownership of advancement • Build on year 2 concepts
    • 28. Advisory Board • Provides advice • Makes recommendations; advisory in nature • Pastor driven decisions* • Typically has less ownership and engagement • Policy advising – provides perspective • Official authority – OPs • Decision making and policy making body; thinks strategically & acts with urgency • Board driven decisions • The value of real lay ownership, greater engagement • Hands on in helping school achieve its goals; think and do • Focus – ensure school sustainability consistent with the school’s mission • Financial accountability Board of Specific Jurisdiction
    • 29. Changes in the Pastor’s Role ISSUE BEFORE BOARD OF LIMITED JURISDICTION AFTER BOARD OF LIMITED JURISDICTION Budget Pastor determined budget with those he engaged for advice Board is responsible for school budget. Board sign off and pastor(s) sign off required Set Tuition Pastor responsibility Board sets tuition Board Member Selection Pastor selected and appointed all members to advisory board Board follows the selection process to choose new board members and the pastor appoints Principal Evaluation Pastor responsibility Joint duty of Board, Pastor, Office of Education Principal Hire Pastor responsibility Pastor is part of the Search Committee of the Board, Board approves candidate, Pastor hires Promote the School Actively, in public, from pulpit Actively, in public, from pulpit
    • 30. The “Best of” the Ten Essentials for Sustainability Development Enrollment Management Constituent Relations Governance • Seize the power of “and” • Brand yourself • Behind every great company is a great CEO • Welcome the pastor who supports the school from the “pulpit” • Hire an Advancement Director • Move beyond advisory boards • Get your financial house in order • Change the candy bar culture • Act like you are prepared to receive that big gift • Let your voice be heard
    • 31. • James Friend – Jfriend@allentowndiocese.org • Phil Fromuth – Pfromuth@allentowndiocese.org • Greg Geruson – geruson@healeyeducationfoundation.org • www.allentowndiocese.org • www.healeyeducationfoundation.org • Don’t miss: • The Art and Science of Major Gift Fundraising, April 22,1:00pm , Room 315 • Enrollment Strategies that Work, April 22, 1:00 p.m., Room 410 (Diocese of Allentown) • Desperate or Deliberate? The Board Membership Process, April 23, 8:30 am, Room 322 • Allentown – A Success Story, April 23, 10:15 am, Room 408 • If You Build It – Donors Will Come, April 24, 11:00 am, Room 323 • Improving Retention for Enrollment Success!, April 24, 11:00 am, Room 324 Thank you!