The document discusses the Diocese of Arlington contracting with ISPD to hold seminars on marketing and development for Catholic schools. St. Bernadette School then created a Development Committee to oversee increasing marketing, enrollment, and revenue. The committee's members are listed. ISPD is then introduced and development concepts are contrasted with fundraising. An organizational structure is proposed including subcommittees for enrollment management, marketing, and development dollars. Challenges and solutions are discussed for the subcommittees to address.

1. Marketing and Development

2. Development Committee
 In order to promote the marketing and development of Catholic
Schools in the Diocese, the Diocese of Arlington has contracted
with ISPD (Institute of School and Parish Development
www.ispd.com) to hold seminars for Development Directors and
Principals for Catholic Schools in the Diocese. From these
seminars, St. Bernadette School has created, at the suggestion of
ISPD, a Development Committee to oversee the implementation
of ideas to increase the marketing, enrollment and revenue for
the school.
 The Committee members, thus far, are Patricia Beeks, Principal,
Jeffrey Carroll, the Director of Marketing and Development for
the Parish and School, Tracey Pilone, Mandy Molinari, Lisa
McGillin, and Trish Seubert Buswell.

3. Introducing ISPD
Institute of School and Parish Development
 National Catholic Development Consulting Firm –
headquartered in New Orleans, LA;
 In business for 25 years
 Company works with over 250 Catholic schools and
parishes each year – through on-site consulting and
workshops.

4. Development
 Development is the meaningful involvement of people
in your mission and vision for the future.
 The most successful development efforts are built
around as many people as possible, which is why we are
presenting to you. “People Fuel”
 Long term planning for the future success of St.
Bernadette Catholic School.

5. Understanding Catholic Dev.
Catholic Development Fund-Raising
Basic Approach/Concept Basic Approach/Concept
 Good business management  Project oriented – year to year
 Long-Range, Strategic  Temporary solutions
Planning  Limited goals—short range
 Invites people to consider
their “gifts”
 Mission and vision are clear.

6. Understanding Catholic Dev.
Catholic Development Fundraising
Programs/Projects/Processes Programs/Projects
 Total Stewardship
 Raffle Calendar Sales
 Long-Range Planning
 Golf Tournaments
 Annual Fund
 Capital Campaign  Silent Auctions
 Strategic Plan for Dev.  Candy drives
 Core Team concept  Car washes
 Team building
 Fairs and Festivals
 Constituent input
 Christmas wrapping paper
 Grant writing
sales
 Planned Giving

7. Understanding Catholic Dev.
Catholic Development Fundraising
Results Results
 Working from projected plan
 Working one year at a time
that advances institution
 People willing to invest their  High volunteer turnover
gifts (Time, Talent, Treasure)
 Positive attitudes – “We can”
mentality
 Problems looked upon as
challenges.
 Many reports of success
elsewhere within the diocese.

8. Organizational Structure
Development/Marketing
Office
Core Team
(12-15)
Marketing
Enrollment Management Development $$$
(3-5 Team Leaders/
(3-5 Team Leaders/Chair) (3-5 Team Leaders/Chair)
Chair)

9. Core Team
 Made up of 12-15 members
 Parents( 6-8)
 PTO Board (2)
 Faculty and Staff (1-2)
 Parishioner(2-3)
 Alums (2-3)
 The value of the Core Team is that they serve as the
implementers of the plans that are created. They
manage, guide and direct these processes.

10. Enrollment Management
 (3-5) people in this field.
 Enrollment Management is retaining students and
attracting students.
 Back To School Night
 Mission, Vision introduction for upcoming school year.
 Discover Catholic Schools Week
 Open houses
 Catholic Schools Week
 Open houses

11. Marketing
 (3-5) people in this field
 The purpose of marketing is to promote and advance the
mission and vision of the school.
 Key Components of Marketing:
 PR- Public Relations
 Direct Mail- letters, testimonials, surveys, invitations.
 Website (School home page)
 Social Media (Facebook, twitter)
 Advertising
 Special Events
 Person to Person

12. Development Dollars
 (3-5) people in this field
 Inviting people to invest financially in the long term
mission / vision of the school.
 Planned Giving
 Stewardship
 Endowment Growth
 Major Gifts
 Capital Campaign
 Annual Fund

13. Parent Involvement /
Implementation Teams
 We invite volunteers who can offer their time and
talent to be a part of our effort to increase the progress,
prosperity, and promise of St. Bernadette Catholic
School.
 (3-5) To be team leaders / chairs, in the marketing,
enrollment management and development dollar
fields.
 (30-50) to be in our implementation / focus group
 (10-15) enrollment management
 (10-15) marketing
 (10-15) development dollars

14. Ideal Scenario
 Ultimate goal is the following:
 2-3 major fund-raisers.(Race for Ed, Car Raffle, Cardinal
Fund)
 Greater Coordination amongst groups of school.
 Stronger emphasis on the Annual Fund (Cardinal Fund)
which can be used to fund the long term vision of
school.

15. Commitment Level
 We are asking for a commitment level on a monthly
basis of (3-5) hours, but also welcome individuals who
can only commit to 1 hour a month.
 (1-2) meetings a month.

16. Next Step
 For those interested in being involved in helping
create a strategic plan for the long term mission and
vision of St. Bernadette Catholic School, we will be
holding a meeting on February 19th 2013 at 7:00 p.m.
 Objective:
 Form Implementation Teams
 Talk about Strategic Planning

17. THANK YOU!
 The Development Committee invites you to sign up if you
would like to be involved in creating strategic long term
plans for the continued success of
St. Bernadette Catholic School.
 You could also sign up by calling Jeff Carroll at
703-451-8576 or email jcarroll@stbernpar.org.
 This slide will be up tomorrow on www. Slideshare.net for
you to view as a reference of our meeting.

18. God be with you

19. Implementation team 1:
Enrollment Management
 10-15 people in this team
 Objective: is to come up with 6 -8 challenges the school
faces
 Solution: is to come up with 3-4 solutions to the
challenges set forth
 Reporting: This team reports back to team leaders, Team
Leaders decide what the most important challenge we
face. Team leaders report back to the core team the top
2-3 solutions for each challenge. Core team meets with
Father Kevin and Trish to decide what is most important
to pursue. Core team also makes sure these solutions
are put in place.

20. Implementation Team 3:
Development $$
 10-15 people in this team
 Objective: is to come up with 6 -8 challenges the school
faces
 Solution: is to come up with 3-4 solutions to the
challenges set forth
 Reporting: This team reports back to team leaders, Team
Leaders decide what the most important challenge we
face. Team leaders report back to the core team the top
2-3 solutions of each challenge. Core team meets with
Father Kevin and Trish to decide what is most important
to pursue. Core team also makes sure these solutions
are put in place.

21. Implementation Team 2: Marketing
 10-15 people in this team
 Objective: is to come up with 6 -8 challenges the school
faces
 Solution: is to come up with 3-4 solutions to the
challenges set forth
 Reporting: This team reports back to team leaders, Team
Leaders decide what the most important challenge we
face. Team leaders report back to the core team the top
2-3 solutions of each challenge. Core team meets with
Father Kevin and Trish to decide what is most important
to pursue. Core team also makes sure these solutions
are put in place.

22. Example challenges:
 Enrollment Management:
 Challenge: How can we attract more families to our open house?
-(Implementation team come up with challenges)
-( Offers 2-3 solutions for each challenge)
 Solution 1: Create and organize 3 open houses throughout the year.
Create main open houses around Catholic Schools Week. Second open
house around late spring activities. Third open house focused on
attracting families during the month of June.
 Solution 2: Create and print hundred of 5x8 cards with 2 messages
 A. Invite to open house
 B. Top Ten selling points of school

23. Example: Development $$
 How can we invite and involve all of our families to
participate in our Annual Fund?
 Solution 1: Design a fund intention card to invite 3 gifts.
Prayer, Service, Financial.
 Solution 2: Create a process whereby school leaders
would meet individually with each family and discuss
ways that family could best share their gifts. (Wisdom,
Expertise, $$, Talent, Resources

24. Example Marketing
 How can we better invite parent, faculty, parishioners
& students to better market and promote our school?
 Solution 1:Host an August dinner with faculty, staff and
new families. Inviting all to “sell the school’s top ten
case items/ points.
 Solution 2: Referral Program