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Dollars in the door… Students in the seats…. That’s a simple way of explaining the results generated by Advancement Directors responsible for the revenue drivers of Catholic elementary schools — Enrollment Management and Development.
In the most successful schools, these positions have become increasingly strategic in their influence and savvy in the tactics recommended and implemented by those who hold them. “The Advancement Director keeps the school focused on achieving advancement and admission results while the Principal leads the school academically and the Board sets the vision and broader strategic direction,” said Lisa Anderson, Director of Schools, Healey Education Foundation. “This externally-facing position is charged with developing enrollment strategies, creating a culture of philanthropy, alumni engagement, marketing, and conveying the school’s message to all audiences.” Healy Education Foundation Newsletter, October 18, 2019
Over the past, fifteen to twenty years, if not longer, many Catholic schools have realized that tuition and fees alone will not enable the mission to move forward. School administrators have expanded their own roles to engage parents, alumni, friends and many others in the funding of their particular schools. Most secondary schools and many elementary schools now have a full- time person devoted to fundraising and advancement – and there is a difference between the two.
Kerry Alys Robinson, in her book Imagining Abundance, gives us a spiritual reason for inviting people into our mission.

1.) What are the obstacles to development and how can we overcome them?
2.) What does Robison mean when she states: “Philanthropy and development, when done faithfully and well, invite people into a relationship of common purpose, fulfill a noble purpose, point to meaning and transcendence, offer hope, and contribute to the lives of others, often those in great need.” P. 15

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