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Post Institute
February 26 and 27, 2012
21st Century Advancement – Growing our Schools
How do your admission, marketing and development efforts drive the success of your school in the 21st century? This fast paced workshop is about trusting your mission, placing students at the center of the conversation, inspiring target constituencies, developing community, and remaining financially viable.
This workshop will:
- Enable you to look at your data in a different way
- Provide an opportunity to test your data against ISM theory
- Provide ways of thinking about students and resources so that you can grow both enrollment and your culture of philanthropy
- Give you confidence that you are indeed advancing the mission of your school
- And energize you!
This workshop is designed for the Head of School and/or those in admission, marketing / communications, and development.
The strategic functions making up advancement include:
- Admission: how schools identify, recruit, enroll, and re-recruit mission-appropriate students and their families.
- Marketing and Communications: how schools develop their messages and carry out integrated strategies that promote values and nurture constituency relations, commitment, and investment in their schools.
- Development: how schools identify, cultivate, solicit, recognize, and steward donors and prospects to establish and nurture relationships and to raise resources.
Simon Jeynes will bring Independent School Management’s (ISM)© latest research including the Success Predictors for 21st Century Schools and apply them to advancement with the following topics in mind:
- An Effective Model of Advancement
- Knowing the interrelationship of admission, marketing/ communication, and development
- Understanding the servant leadership approach to advancement
- A values-based and constituent-centered approach to advancement
- Strategic Leadership
- The role of the Strategic Plan and Strategic Financial Plan
- What is the purpose of the Board and how does Advancement support that
- The Head and the Management Team – where do you sit?
- Influencing sideways and upwards; key relationship building
- Develop a Leadership Funnel (quickly)
- Connect the heart of your constituents to the mission of your school
- In a transitional environment, ensure that you gain loyalty fast and keep it
- Maximize re-recruitment across stakeholders
- Find your story—and adapt it for different constituents
- “I can’t imagine not being here”
- Create a culture of philanthropy
- Internal Marketing
- Money follows performance when validated
- Sharing the load—marketing is everyone's job
- Engaging faculty effectively – the front line of advancement
- Support and Evaluation
- Knowing what you are supposed to do and how to measure it
- Desiring effective accountability
- Develop Your Own Action Plan and Prioritizing Next Steps (an all workshop activity!)
- ISM defines “Advancement” as “…the strategic process by which schools advance mission-appropriate constituency relations through the integration of the school’s admission, marketing and communications, and development programs.” This encompasses all the activities performed at a school that develop, maintain, and reinforce the relationship between the school and its current and potential families, alumni/ae, friends and supporters, and the greater community.
Attendees at this workshop will receive 20 credits towards ISM’s International Advancement Certification Program. Program objectives and requirements:
- Answer a workshop pre-survey to establish the important questions you have
- Bring your data and do analysis during the workshop
- Align your strengths and weaknesses along ISM’s Advancement Model
- Network and learn from your colleagues
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