McDonogh Development and Diversity

McDonogh School
Rosetta Eun Ryong Lee
Seattle Girls’ School
Diversity and Advancement:
Reconciling New Philosophies and Old School Practices
Segmentation Stewardship
Rosetta Eun Ryong Lee (http://tiny.cc/rosettalee)

About Seattle Girls’ School

Culture [consists] primarily of the
symbolic, ideational, and intangible
aspects of human societies… It is the
values, symbols, interpretations, and
perspectives that distinguish one
people from another.
James A. Banks
What is Culture?

Dimensions of Identity and Culture
This model of identifiers and culture was created by Karen Bradberry and Johnnie Foreman for NAIS Summer Diversity Institute,
adapted from Loden and Rosener’s Workforce America! (1991) and from Diverse Teams at Work, Gardenswartz & Rowe (SHRM 2003).

Cultural Competency:
Many Models
Cultural competence is a set of
congruent behaviors, attitudes and
policies that come together in a
system, institution or individual and
enable that system, institution or
individual to work effectively in cross-
cultural situations.
Terry Cross

Cultural Competency: Key Elements
Value Orientation
Diversity as Value Added
Respect
Relationships
Equity
Thought Orientation
Knowledge
Awareness
Systems Thinking
Action Orientation
Consciousness Building
Capacity Building
Assessment
Adaptation

21st Century Education and Excellence
 Critical Thinking
 Collaboration
 Communication
 Creativity
 Cosmopolitanism

An Educational Imperative
The Moral Case
The Academic Case
The Economic Case
Institution Excellence
Teacher Excellence
Student Excellence

From Exclusive to Inclusive:
Developmental Stages

Milton Bennett’s
Developmental Model of Intercultural Sensitivity

Process Pause
How is your school
approaching cultural
competency? Where
are your school’s
success and
challenge areas?

Old School Practices
 90/10 Fundraising Pyramid
 Special Cultivation of Big Donors
 Big Ticket Events
 Recognition by Dollar Amounts
 One-Size Fits All

Culturally Competent Fundraising
 Friend-raising before Fund-raising
 Anyone, Any Amount, Any Kind
 Smaller Checks from More People
 Mission-Based Cultivation of Big Donors
 Sliding Scale (or Free Ticket Events)
 Recognition by How Much it Hurts
 Vetting Fundraising Strategies Before the Launch
 Prepping Constituencies for the “Fancy Events”
 Don’t Assume People Can’t Pay
 Teach Independent School Culture
 Cultivate Border Crossers
 Advocate for Justice and Change

Communicating Effectively
 The story of your school’s evolution
 The story of what your school has gained
 Getting the best students from all walks of life
 Preservation of core values
 Living the mission more authentically in the context of
the times
 Preparing youth for a different world
 Cultural competency as an imperative for success

You Win Some, You Lose Some

Process Pause
Is there anything new,
surprising, or
interesting in what
you’ve heard? What
are the opportunities
and challenges at your
school?

Segmentation Stewardship
Recognition of the unique
experiences, values, and wealth of
cultural groups. Creation of adaptive
approaches and specific practices that
best reach different cultural groups.

A Disclaimer
All generalizations are
inaccurate to a
degree. However,
they can be helpful.
There are many
individuals that vary
from the
generalizations in
each group.

Why Segmentation Matters:
Generational Differences
 Baby Boomers value teamwork and
consensus. More trusting and loyal. They see
children as the school’s customer.
 Generation Xers and Millenials value efficiency
and quick service. They are entrepreneurial
and impatient, and they are steeped in
technology. They see themselves as the
school’s customer and see their gifts as
investments in the school’s present and future
welfare.
Helen Colson, Independent School Magazine

Class Differences
Owning Class Professional
Middle Class
Working Class
Values Values Values
• Being hard-working
• Being free to choose
• Being successful
• Being on the cutting
edge, a trend setter
• Being in charge
• Being responsible
• Being philanthropic
• Tradition
• Being brilliant
• Being ambitious
• Being successful
• Being competitive
• Being independent
• Change
• Progress
• Being generous
• Being kind hearted
• Being cooperative
• Being connected
• Stability
• Tradition
Felice Yeskel

Communities of Color
 There is a growing trend for communities of color to give
at increasing rates and levels, particularly in “identity-
based philanthropy.”
 African-Americans give away 25 percent more of their
income per year than Whites.
 63 percent of Latino households now make charitable
donations.
 “People in marginalized communities feel a
responsibility to give because they know their people
are at risk. For those with more disposable income it
becomes a duty to give back, a moral obligation, to
support those in need.” Dr. Jeff Gardere
“Cultures of Giving: Energizing and Expanding Philanthropy by and for
Communities of Colors” W.K. Kellogg Foundation

First Generation IS Families
 Admissions Processes
 Tuition
 Fees and Costs
 Annual Fund
 Capital Campaign
 Fundraisers
 Ticketed School Events
What’s with all the money I’m spending?

Process Pause
Is there anything
new, surprising, or
interesting in what
you’ve heard so far?
In what ways have
you utilized
segmentation
stewardship at your
school?

Segmentation Case Study:
Alumni of Color Events
 Acknowledgment of In-School Experiences
 Connecting with “Next Generation”
 Celebrating Post-School Successes
 Showcasing the Evolution of the School
 Re-Engagement
 Friend-Raising before Fund-Raising

Annual Fund Kick-Off
 Community Building Spirit
 Food and Fun
 Explanation of Annual Fund
 Ways to Give
 Participation over Amount
 Online, Mailing, and Person-to-Person

Family Bridge
 Overcoming
– Language Barriers
– Lack of Information
– Students as Couriers of Information
– Timing for Working Families
– Distance to Travel for Events
– Dinner and Child Care
 Creating Space for Feedback
 Building Affinity, Critical Mass, and Ownership

Branding and Communities of Giving
 Anti-Bias and Social Justice Fund
 Women Empowerment and Women’s Funding Alliance
 Girls in STEM and AAUW
 Diversity in Action and LGBT Giving Network

Targeted Independent School Fairs
 Collaboration of IS
 Families of Color
 New to Independent Schools
 Lower Intimidation Factor
 Increase Relationship Factor
 Application Coaching
 Financial Aid Coaching
 Invitation to Open Houses

Segmentation Takeaways
 Shifting the Fundraising Pyramid
 Cultural Competency in Admissions, Development, and
Communication
 Empowering to “Reach Out to Their Own”
 Willingness to “Lose Some Folks”
 Investing Now for Future Payout
 Distinguishing Behaviors
 More Footwork and Authentic Relationships
 Mission Driven Advancement

Final Questions or Comments?

Presenter Information
Rosetta Eun Ryong Lee
6th Faculty and
Professional Outreach
Seattle Girls’ School
2706 S Jackson Street
Seattle WA 98144
(206) 805-6562
rlee@seattlegirlsschool.org
http://tiny.cc/rosettalee

McDonogh Development and Diversity

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