Financial Positioning for the School s Future and That of Our Students: Endowment, Fund Raising, and Financial Aid By Terrie Hale Scheckelhoff
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1 Financial Positioning for the School s Future and That of Our Students: Endowment, Fund Raising, and Financial Aid By Terrie Hale Scheckelhoff Financial aid budgets are ever increasing and remain one of the largest line items in our schools budgets. Financial aid is an essential element to the health of our schools; it ensures economic diversity, bringing new perspectives, deeper knowledge, and new understandings to our curriculum, programs, and lives. Successful financial positioning ensures financial support of growing financial aid budgets with funds raised through effective friend and fund raising. As demonstrated below, the goal for the endowment and fund-raising income is to increase at a rate higher than that of the financial aid budget. Revenue Goal: To maximize available dollars to support school s financial needs, including the financial aid budget. Year Endowment and Fund-Raising Income Financial Aid Budget The task of increasing endowment and fund-raising income is made even more challenging by increasing tuitions. Graphs depicted below show tuitions at NAIS schools (courtesy of Mark Mitchell, Vice President, NAIS Financial Aid Services, October 2001).
2 For schools to remain, at best, constant in meeting the demand for financial aid, it is necessary for them to increase the financial aid budget at the Companies should remember to emotionally reach out to their customers - for those that focus solely on rewarding them will miss out being rewarded by them. Consumers have loyalty to give. Rewards may rent their loyalty, but emotion-based experiences will own it. (Emotion Marketing: The Hallmark Way of Winning Customers for Life, Scott Robinette & Claire Brand, McGraw-Hill Companies, 2001) same percentage as the increase in tuition each year, thus creating an even greater need for increased revenues. The book, Emotion Marketing: The Hallmark Way of Winning Customers for Life, by Scott Robinette & Claire Brand, presents a marketing approach designed to identify the needs of customers, and in this case, possible donors. It guides you in developing genuine and meaningful exchanges between donors and the school. Raising funds for financial aid budgets can be approached using the emotion marketing concepts. This approach enables a school to solicit funds from donors in ways that are meaningful to the donors. For example, a donor might be interested in financially supporting a quality education for a child of an employee who would not otherwise have the financial means to do so. How do we face this financial challenge in a year of slower economic growth and instability? Start with partnerships.
3 Internal Partnerships: head of school, admissions, financial aid, development, faculty, board of trustees, parents, past parents, alumni, and students Community Partnerships: corporations, foundations, and friends of the school Educational Community Partnerships: other independent schools (i.e., Independent Schools of Central Ohio), colleges, and universities Future Partnerships: students Partnerships built around common goals and missions are a foundation for strong financial aid programs. The cornerstones of these partnerships are research, development, and communication. Know your school s financial aid profile. What percentage of students receive aid? What is your goal percentage? Why? Compare and contrast statistical information with that of other schools and provide common language and a unified way for all internal members to present it. Create profiles of students who have received aid, include the direct and indirect benefits of having those students at your school, such as increasing cultural understandings and appreciation among your students. Be specific. Understand your partners needs and goals, and identify ways in which their financial support of your school supports their own goals and missions. Be clear and intentional. Strong internal partnerships enable you to have a common, clearly articulated vision, create effective systems and procedures, and reach out to external partners, including companies and other educational institutions. Beyond providing possible financial support, external partnerships can support intellectual and creative growth, as well as provide new opportunities and possibilities. But first, there must be a shared, well-articulated financial aid vision and plan from the internal partners. Building partnerships is essential to your success. For internal partnerships, create an executive summary report, detailing financial aid information and funding. When possible, present the information at faculty meetings, board meetings, parents nights, alumni weekends, and student gatherings. Send brief updates using electronic mail. Be creative, entertaining, and sincere. Be passionate about the benefits of financial aid, financial needs, and the need to build strong endowments to support these needs. Communicate your findings and goals with the various groups. Tell the children s stories. Next, identify your challenges. As noted earlier, tuitions are rising, but other factors impact the financial health of a school. Impending teacher shortages (issues of supply and demand), predictions of a tighter economy, financial support for technological growth, and maintenance and expansion of facilities all contribute to the challenge of raising financial aid dollars. Listed below you will find strategies for raising money in tighter economic times: Create a comprehensive business plan to guide fund raising. Build and nurture relationships, as noted above. Create emotional need from possible donors for your school, its students, and its mission, and design a plan that achieves both your goals and fulfills donors needs.
4 Demonstrate cost savings - cost of education per student versus tuition per student for an education at your school. Address society s issues, wants, and needs, including leadership and character-building - demonstrate value added to the community. Conduct strategic research (including benchmarking and analysis), and communicate the data to internal and external partners and donors. Create comparative reports detailing the last three years of your school s statistics and those of local and national schools: Percentages of students receiving financial aid Financial aid students success stories, individual achievements, school benefits as a result of having particular students (without identifying them as financial aid recipients) Develop achievable goals and detailed supporting action plans. Create a smaller, yet diverse, support team for fund raising, and provide extensive training. Nurture and guide team members. Hire people who are passionate and knowledgeable about children and have strong business and public relations skills. Be creative, think out-of-the-box, and be encouraged by the acts of kindness and support that you do receive for your students. Consider all the ways in which you can achieve your financial aid goals and financial stability while meeting those goals. Funding sources may include: individuals, families, corporations, fund-raising events, grants, groups/organizations with similar missions, increasing income, decreasing expenses. Create financial aid support packages. Offer your donors the option of providing full or partial endowed scholarships or annual scholarships. Develop funds such as, The Endowed Scholars Fund. Design special purpose funds (i.e., funding for optional student trips abroad for financial aid students). Be willing to align your funding options with the desires and needs of your donors, when possible. Other attractive packages for donors include: Creating a named scholarship in the donor s name, or in the name of a loved one. Enrolling a particular type/age of student in the school. Supporting student economic diversity at the school. Matching corporate gifts helping a special corporate employee. Making it possible for a student in the vicinity of the company s plant, or a student with a specific talent, to attend the school. Creating annual scholarships funded by corporations for their employee s children. Increasing corporate exposure by asking that its contribution cover the cost of the financial aid print materials. Once solidified, customers relationships comprise an enormous competitive asset - one so pervasive and powerful it could literally dwarf other line items on a balance sheet. Because after a person has bonded with a company, it often requires too much time, energy, and risk to defect to a competitor. (Emotion Marketing: The Hallmark Way of Winning Customers for Life, Scott Robinette & Claire Brand, McGraw-Hill Companies, 2001)
5 Fund-raising events centered on raising dollars for children who would benefit from an independent school education, but whose family cannot afford it, provide another vehicle for matching donor need with school need. Corporations find this appealing, and are often willing to underwrite such events with that purpose. When corporations underwrite fund-raising events, it: Allows the corporation to associate its name with your good name. Helps the corporation to get its name placed in the community. Provides unique underwriting possibilities that can highlight the corporation s name on a portion of or on the entire event: The Corporation s Debate Series The Corporation s Jazz Festival Opening Event Corporate-sponsored Speakers on Financial Information Offers corporate employees the opportunity to volunteer at the event to meet their community service commitments. Finally, train your youngest prospective donors your students. Provide exchanges between your students and specialists educating about money management. Teach your students the value of giving by developing meaningful student philanthropic projects, such as a scholarship walk, philanthropy council, or Banking for the Future. Help your students learn about and respect economic diversity. The emotional realm is where relationships are established and loyalty thrives. This is where the rest of the marketplace will have a hard time following. This is where the game is won. (Emotion Marketing: The Hallmark Way of Winning Customers for Life, Scott Robinette & Claire Brand, McGraw-Hill Companies, 2001) Now, most importantly, go out and ask possible donors to support your students. Engage in meaningful conversations regularly. Financial aid is vital to the health of our schools. Support your school s financial health, which ultimately supports our children and our future. Source: Author: Terrie Hale Scheckelhoff is the assistant head of school at the Columbus School for Girls (OH). This article is based largely on a presentation made by the author at the NAIS Annual Conference 2002, with contributions from Carolyn Thomas Christy, Director of Development, Columbus School for Girls. Reprinted with permission of the author. Modified by NAIS, November, 2002.
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