ACSI ALUMNI RELATIONS RESEARCH STUDY

SUMMER 2014

IntroductionThree years ago, as Dayton Christian School approached its 50th Anniversary, we embarked upon our first-ever “Alumni Relations” initiative. Although the efforts that we’ve made since that time have been generally well received by our grads, it seems that our momentum has recently stalled. However, instead of panicking or impulsively overreacting to what we thought might be happening – we decided instead to pause, take a step back to gain some perspective, and then thoughtfully research best practices within the world of alumni relations.

After perusing the possibilities, we quickly realized that some of the more successful models – universities and parochial schools - had very different dynamics than those found in secondary evangelical Christian education. While one can always learn from exploring another paradigm, it seemed logical that the greatest benefits might be derived through discovering and studying the exceptional programs of the institutions that most closely mirrored our own situation and circumstances.

Over the past few months a dozen recommended ACSI schools were extensively interviewed. They were then invited to participate in a comprehensive on-line survey. The survey provided a forum to help each alumni director systematically describe their successes and challenges in writing. The result of this collective effort is an independent compendium of honest and detailed responses that offer a host of ideas and methodologies. The data is presented here simply, just as it was provided, word for word, without drawing any conclusions or adding commentary.

We extend a special “thank you” and heartfelt gratitude to everyone that participated in this process. We sincerely hope that the information shared in this research study will be encouraging and helpful to you all!

Blessings,W. Dean SellersAlumni Relations CoordinatorDayton Christian School SystemE-Mail : dsellers@daytonchristian.comPhone : (937) 291-7220

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Participating Schools

Ben Lippen Christian Academy, Columbia, South CarolinaEstablished in 1940 – 3,300 Alumni. Alumni Relations : Since 2011. Alumni Manager : Kelly Davis - Alumni Events Coordinator.E-Mail : Kelly.Davis@benlippen.com

Cincinnati Hills Christian Academy – Cincinnati, OhioEstablished in 1995 – 1,500 Alumni. Alumni Relations : Since 2009. Alumni Manager : Casey Purnhagen - Alumni Committee President.E-Mail : casey.purnhagen@gmail.com

Christian Academy – Louisville, KentuckyEstablished in 1976 – 3,700 Alumni (2,900 KY / 800 IN.) Alumni Relations : Since 2010. Alumni Manager : Adrienne Crosby - Development Director.E-Mail : acrosby@caschools.us

Cuyahoga Valley Christian Academy – Akron, OhioEstablished in 1968 – 3,800 Alumni. Alumni Relations : Since 2007. Alumni Manager : Mary Taylor - Alumni Relations Coordinator.E-Mail : mtaylor@cvcaroyals.org

Dayton Christian School – Dayton, OhioEstablished in 1963 – 5,000 Alumni (4,000 DC / 1,000 XC). Alumni Relations : Since 2011. Alumni Manager : W. Dean Sellers - Alumni Relations Coordinator.E-Mail : dsellers@daytonchristian.com

Delaware County Christian School – Philadelphia, PennsylvaniaEstablished in 1950 – 3,000 AlumniAlumni Relations : Since 2007. Alumni Manager : Kim O’Bryan - Alumni Coordinator. E-Mail : kobryan@dccs.org

Lakeland Christian School – Lakeland, FloridaEstablished in 1954 – 2,000 Alumni. Alumni Relations : Since 2007. Alumni Manager : Claudia Powell – Director of Advancement.E-Mail : cpowell@lcsonline.org

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Maranatha Christian School – Pasadena, CaliforniaEstablished in 1965 – 4,000 AlumniAlumni Relations : Since 2011. Alumni Manager : Lauren Obregon - Manager of Alumni and Advancement. E-Mail : l_obregon@mhs-hs.org

Worthington Christian School – Columbus, OhioEstablished in 1973 – 2,200 AlumniAlumni Relations : Since 2012. Alumni Manager : Troy McIntosh - Head of School.

Survey Composite Statistics

The Purpose for Engaging Alumni1. Fundraising 81%2. Networking 77%3. Ministry 68%4. Enrollment 65%5. Referrals 61%

Alumni Relations Time Commitment :25% of each week is dedicated directly to cultivating alumni relations42% of that time is spent in event planning and coordinating37% of that time involves correspondence (e-mail, social media) and phone calls15% of that time is dedicated to writing newsletters, web-site content etc.. 6% of that time involves face-to-face meetings, lunch, networking, etc. with grads

Graduate Database Information Accuracy :Believe that their alumni mailing addresses are 75% reliableBelieve that their graduate phone numbers and e-mail addresses are 33% reliable

Graduate Engagement :Less than 5% of alumni donate to their schoolLess than 10% of alumni have their own children enrolled in a Christian schoolLess than 7% of alumni volunteer their time and talents to advance the school

What is the primary motivation for developing Alumni Relations?

“We wish to keep our grads engaged with the hope that local alumni will send their children to LCS and help provide financial support to the school. We also encourage their prayers and volunteer assistance.” LAKE

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“The approaching 50th Anniversary, fundraising, and ministerial commitment to students and parents when they leave.” MARA

“To engage and connect our alumni to our mission.” CHAS

“To maintain accurate data base information for the alumni community. To share alumni activity in the school magazine - the Trumpeter (published 3 times annually). To engage alumni involvement in school functions and fund-raising efforts. To engage alumni with the current student body as mentors, coaches, speakers, etc.” CUYA

“When instituted, it was primarily about fundraising. As the initiative has evolved, the administration has come to understand the all-encompassing ramifications of these efforts.” DAYT

“Thus far, there have only been resources to support alumni networking events and soliciting alumni for gifts.” CHCA

“Reconnecting alumni to the school through publications, articles, emails, FaceBook, etc., and highlighting our successful grads as our “product” in order to help promote the school.” DELW

“We have been without an Alumni Coordinator for two years. The person in that role at the time had many other responsibilities. I will be taking on Alumni on Aug 1, but my primary responsibility is event planning for the school.” BENL

Briefly describe the demographic dynamics of your school.

“School families represent 150 different churches, 33% diversity (african-american 18%, international 15%), 1 out of 3 are on financial aid. Drawing from urban and suburban areas (15% urban). 11% of our graduates have kids in our school.” DELW

“We serve an eight county area and have students from over 200 churches. Our enrollment averages between 830-850 students. We’ve made a strategic commitment to serve a student population representative of greater Summit County.” CUYA

“We are the oldest and largest non-public school in the county, and the largest school in this part of the state. We are a K-12 school with 1,100 students.” LAKE

“Religious diversity : our students worship at over 160 different churches. Geographic diversity: our students represent over 40 local school districts. Racial diversity : elementary – 18%, middle – 18%, urban middle school campus – 81%, high school – 21%, Total school – 26%. Cultural diversity : our students call 13 different countries home. Socioeconomic diversity: 22% of our students receive tuition assistance.” CHCA

“Evangelical, college prep school located in a suburb of a large metropolitan area.” WRTH

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“The school began as a boarding school for missionary families. It moved approximately 150 miles south to its present location in 1988. Now it is primarily a day school with 750 students, and a boarding program of about 80.” BENL “We are located in a zip code that is mostly middle-class Caucasian. Two adjoining school districts, have a median household income around $80K. Both districts are rated excellent by the state. We also compete with one ACSI church-based Christian school 12 miles away and have two well-regarded private schools (one Catholic and the other an independent college-prep) less than 8 miles from the campus. Although our student body is somewhat ethnically diverse, approximately 74% are Caucasian, 15% African-American, and 6% Asian.” DAYT

Based on your interactions and experiences, what do you think are the top three reasons why graduates don't financially support your Christian school? Please explain.

“We do not have a relationship with them.” CHAS

“Intermittent communications from the school. The school has changed significantly in the last 10 years and grown.” MARA

“They give to their college, have their own ministries they focus on, they may be bitter about their experience in HS.” DELW

“No longer live in the area. Children do not attend. Don't really give consideration to it as they have not been shown the need/vision.” WRTH

“1. Disconnected : They don't really understand the need, the value, or the excellence of a Christian education today. 2. Higher Priorities : They are busy and involved in life. Their alma mater would not make the top ten "most important" list for more than 95% of our graduates. 3. Already Give : Most graduates already give to other charities that are "closer to home", ones that impact them or their families in more real and immediate ways.” DAYT

“1. Young alumni (maximum of 37 years old). 2. Misunderstandings about the need for the gifts and how they are used. 3. Poor approach to soliciting.” CHCA

“They can't afford it. They don't understand the need. They don't understand Biblical stewardship.” LAKE

“They don't feel obligated to be a donor. They did not have a good experience (grads of the 70s and 80s specifically). They have financial constraints.” CUYA

“1. We have no relationship/connection with them. 2. They do not feel financially able. 3. People give to their church and then to college before their high school.” BENL

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What do you believe are the top three reasons why graduates do not send their own children to a Christian school? Please explain.

“Many are not Christians. Christian schools are expensive. They do not see a value.” MARA

“Cost. School districts are good. Do not value Christian education as their parents did.” DELW “1. Expense (which I really believe is the top three reasons!) 2. Access. 3. God is not a priority.” BENL

“Financial. No longer live in the area or in an area with a viable school.” WRTH

“1. Financial inability. 2. Concern about Christian school "sheltering" their children. 3. Public schools are a ministry. 4. Proximity and transportation.” CHCA “They can't afford it. Not one close by. They live in an area with an outstanding public/magnet school.” LAKE

“Financial considerations. They themselves did not have a good experience, so they won't "push it". Their children do not "want to" attend.” CUYA

“They do not know about all of our success.” CHAS

“1. Cost : Even if grads could make lifestyle choices that would allow them to afford Christian school for their children, they aren't convinced that it's worth the price. Their kids are in church, youth group, scouts etc. - they'll be all right... 2. Perception : It's not the same as when they were in school. Things are different, or worse. It's too big / too small / not strong enough academically / the administration is inferior / not spiritual enough / too Baptist (or fill in the blank denominationally)... 3. Don't understand what's going on in public schools today. Don't see how drastically their children’s heart, mind, and worldview are being permanently shaped during their most formative years.” DAYT

What were your two best attended alumni events? How many graduates were there? Describe them in some detail along with what you did to market and promote each event. Why do you think that they were so successful? Please explain.

“Last year we celebrated 25 years of being in Columbia. We had approximately 200 alumni and past parents attend Homecoming. We also had a winter event at a basketball game to celebrate the last 25 years of athletics. We combed through 25 years of yearbooks to pull out all varsity athletes, sent a letter of invitation from the athletic director, recognized all of our state championship teams at halftime, had a food truck parked outside, and ended the evening with dessert and comedy set by a former coach turned comedian. In addition to the letter and

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advertising the event in our newsletter and social media, we had a 25 day trivia contest on FaceBook, and sent the winners a school tee shirt.” BENL

“40th anniversary celebration with class reunions. Maybe 50-100.” WRTH

“We have not done alumni events on campus, other than class reunions.” LAKE

“The 40th anniversary celebration had "decade" gatherings following the all-school dinner /celebration - we marketed well in advance. Not sure of attendance at Homecoming, but the alumni hospitality area draws approx 200 alums plus families each year. This is an annual event and is advertised well in advance in the magazine and by "snail" mail and e-mail.” CUYA

“1. The 50th Anniversary All-Alumni Reunion in October of 2012. We had three events tied to the schools' Homecoming weekend - including an alumni tailgate party before the football game, an alumni breakfast the next morning at the campus featuring the first group of individuals added to "Hall of Honor", and an evening "Farewell Party". In all, over 500 people participated in our weekend! We were very pleased with the success. Part of the attraction was that we had never before done an "All-Alumni" reunion, and the natural tie-in with the 50th anniversary celebration certainly helped attendance. 2. "70's Reunion" - September 2011. Over 250 people participated in a reunion geared specifically to the classes of 1972 - 1979. Also held during the school's Homecoming weekend, we had an exceptional turn-out even though those graduating classes were some of our schools' smallest. I think it succeeded because it was a fairly focused cross-section, and we promoted it heavily via social media for the very first time. In the months preceding the event, we released yearbook photos from a single year and encouraged feedback and story-sharing. It worked great!” DAYT

“Regional event held on the UC campus at Keystone Grill. Appetizers were provided for free. 35+ alumni, included graduates from '99-'13. 6 different faculty members were in attendance (which was promoted and drew some attendance). The event was promoted via FaceBook “event”, in the quarterly communication and the newsletter, as well as personal FaceBook posts from faculty who were attending. Alumni Chapel is held at CHCA during weekly chapel and there were more than 40 in attendance. We promoted it on FaceBook (via event and posts), and the event was streamed live for alumni who couldn't attend in person. Alumni spoke and led worship for current students. For both events, success was dictated by the involvement of active alumni promoting the event personally as well as using beloved faculty to promote.” CHCA

“Homecoming, average 120-150 alums, sent out a postcard, host an alumni tent, and had a pre-game party with free food. Our “Young Alum Lunch” is a free meal on campus at Christmas time – we’ve averaged 100 alums from the last 4 graduating years.” MARA

“Alumni benefit concert, art show and dessert. Hand-picked highly talented alumni to perform violin, opera, piano, etc. with the concert master of Philadelphia Orchestra (school parent). All art on display is created by alumni artists. Advertise the event with posters, e-mail blasts, and a

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mailer. Incorporated alumni artists both on display and performing, which encouraged alumni and friends of those in their classes.” DELW

“Homecoming Alumni Night.” CHAS “Make a big deal about Homecoming – faculty members say that it’s better than their own college homecomings! Especially encourage 5 year increment “milestone” class reunions to participate. Cater an alumni dinner on Friday night. Have a pig roast / tailgate party before the game on Saturday. Hold a 5K run on campus and offer building tours. They make opportunities to integrate grads with current students throughout the weekend. Finish with worship service on Sunday morning.” ANON

Other than special gatherings intended for graduates, what else have you done that your alumni seem to particularly appreciate? For example: newletters, alumni parent luncheon, graduate business directory, alumni chapel, mission trips, job fair / student mentoring, dedicated websites, Hall of Honor. Please select two of your most successful enterprises and describe them in detail.

“Quarterly alumni newsletter. This year began recognizing the Alumnus of the Year. Have a mission trip to the DR every few years that is exclusively alumni.” WRTH

“1. The "Hall of Honor" has been very well received. The purpose is to recognize individuals that were involved in "Ministry and Service" (school employees) / "Arts and Life" (parents, alumni, and volunteers or faculty members heavily involved in the arts) / and "Athletics". 2. We established a blog, and have populated it with a load of data, photos, and videos - but it's very work intensive and have found it difficult to keep the content fresh.” DAYT

“Alumni specifically appreciate the annual Eagles Eye publication (which has alumni and school updates). Also, the opportunity to attend Alumni Chapel, Homecoming, etc. Alumni that have babies are also sent a small branded gift that is appreciated.” CHCA

“Newsletters and alumni FaceBook page.” CHAS

“Quarterly Alumni e-newsletters : information/pictures on alumni and what our students and teachers are doing. Great response - just keeping them in the know. Highlighted different themes: alumni in the arts, alumni serving in the military - connecting this to our “Alumnus of the Year” article. Open House Alumni Gatherings at the Head of school's house by decades. Saturdays 4pm -6pm in Oct, Nov, Feb, and March. Appetizers and beverages, video loop of their decade, gift takeaway. Promote by postcard to area alumni, FaceBook page and group, emails, class reps.” DELW

“Mothers of Alumni Luncheon on campus. Had it when students were on campus, they loved hearing from our new Headmaster. Will do a Mothers' Dinner this year so that working moms can come. Will also invite current mothers, as alumni mothers are good mentors. We also invited alumni dads to the dads dinner, and look forward to pumping up marketing for that next

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year. We started an Alumni Performing Arts Revue last summer where performing arts alums perform and all alums, parents of alums are invited. Had a great time with 70 people last year, and are hoping for a bigger turnout this year.” MARA “Friday Night Football games on-campus. A number of alumni attend our football games and enjoy re-engaging with classmates. Our Headmaster travels to cities where there is a large concentration of alumni. We call it the “Viking Alumni Tour”. A high percentage of alumni attend these events, where the Headmaster hosts them for a meal in a private room of a local restaurant.” LAKE “Unsure - realize by this question that we don't get much feedback - our efforts to send birthday cards to college-age alums seems to be appreciated, but we hear that as much from the parents as the graduate.... Our annual parent of alumni dinner/theatre event (dinner precedes annual Spring Musical) is well attended (approx. 100) and seems to be appreciated. Our Hall of Fame recognition (handled every other year by the Athletic Office) seems to be something else that they value.” CUYA “I don't know enough about this yet.” BENL

Do you have some type of an alumni representative council? If "Yes", how are they selected? Are they independent or are they officially connected with the school? What is their purpose? Do they have any specific areas of responsibility? How do they best support your mission of Alumni Relations?

“All members of the alumni council are alumni from various classes. We meet 3 to 4 times a year to discuss events and brainstorm ideas. The responsibility has been minimal but would like to get them to be more of an active board for events. I would love to hear about how other schools are networking their alumni with each other or with recent graduates for internships or jobs.” DELW “The Alumni Relations Coordinator (a former role that no longer exists) solicited volunteers based alumni who stayed engaged with the school. We are now independent and exist to connect alumni to each other, to the school, and to the greater CHCA community. They are working to build an alumni association now.” CHCA

“Not yet. We are working on what this would look like. I would like to have quarterly meetings.” MARA

“Our Dayton Christian Alumni Council is independent of the school - but have been the heart and the hands of the event planning and coordination these past three years. Each of the four decades of alumni have three delegates to represent them on council. They have sponsored alumni brainstorming sessions, survey's, specialty gatherings (like a theatre reunion), tried raising funds (unsuccessfully) for some small gifts for various school department needs, and participate with welcoming the new graduating class into the alumni family in a ceremony prior

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to commencement. Their written mission is : “To welcome back all former students, graduates, parents, faculty, and staff back to the school family; facilitating reconnection with each other and interconnection opportunities with the ministry today.” Their foundational objectives are : “to affirm a long-term commitment to this effort / to accept each in the unconditional love of Christ / to treat all as valued and accomplished adults / to help each understand the Christ-centered nature and excellence of the ministry today / and to assure them their interests are truly at the heart of this initiative.” DAYT

Please list any private school in your area that is renowned for their fundraising support and alumni relations success. What makes them special?

“Walsh Jesuit High School - a Catholic school well supported by its families and community Western Reserve Academy - is over 100 years old with a $2 million annual fund and active alumni community.” CUYA

“Area private secular schools engrain giving back to their alma mater while they are students. They have huge school pride with years of tradition. ie: on reunion year each give a class gift back to the school and they have contests of giving between classes. They also have cocktail parties with alcohol and food on the school. They spend a lot of money to get a lot of money.” DELW

“La Salle High School. They have had the same alumni director for 5+ years and they have a number of great programs.” MARA

“Chaminade Julienne High School is a local parochial school. They are very community-focused, have been in business since 1850, and have intentionally developed and courted alumni involvement for several decades. They also do a wonderful job explaining to existing students that they are benefiting today from the generous and ongoing financial support of previous generations, and that they will be counted on to do the same for the next generation.” DAYT

Would you describe your current status with alumni relations as progressing, regressing, or static? What do you think are the main factors that contribute to your present reality?

“Progressing - more grads visit us and make effort to stay in touch. Our recently established Schools of Distinction (business and entrepreneurship, medical professions, engineering, ministry) provide ways for alums to participate as mentors, speakers, internship hosts, etc.” CUYA

“Progressing. Except for the loss of the coordinator role, which has yet to be communicated. I am hopeful we will not lose momentum as a result of that loss.” CHCA

“Progressing. We are stepping up our social media efforts and are being more intentional this year regarding alumni relations.” LAKE

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“Progressing, we have a fresh focus on alumni.” CHAS

“Progressing, as my position was changed so that I can focus on alumni and parents of alumni twenty hours per week.” MARA

“We’ve been growing the program - getting accurate information on alumni, continuing to communicate to alumni about graduates and the school. Sometimes it can be discouraging because the results are hard to measure if the giving is not improving. I am a friend-raiser, connecting others to the school. However, the fund-raiser is not seeing the results we would love to see. Also, events are difficult and not well attended. We would love to see more alumni on campus and at fun, innovative events (if anyone else has them).” DELW

“Static, because the position is empty, but on the verge of progressing.” BENL

“Static. Need a better vision on how to engage them effectively.” WRTH

“Currently static. We've built a great foundation over the past three years that we can point back to - we're just a bit uncertain on how to move forward and to more effectively engage a greater percentage of our graduate population. I believe that, while the efforts have been appreciated, the novelty has worn off for some. Others have used the reconnections with former classmates and teachers to redirect their continued interactions to social media.” DAYT

What do you think are the three biggest barriers to increased success with alumni relations?

“Alumni feel a closer connection to their college than their high school. It's hard to maintain an accurate database. They will move and will fail to notify the school.” LAKE

“Alums had a mixed experience here, the school has changed significantly, and we don't have their current contact information.” MARA

“People are busy. They are no longer invested in their school. Alumni do not value Christian education.” DELW

“They are too busy with their immediate life events, whether it be ministry, family, church, work, or any other current life experience, to give much thought to their high school. They are conflicted by their college loyalties. They don't feel they have anything to contribute (money or time).” CUYA

“Relevant communication. Effective communication. Timely communication. Graduates that don't want to engage cannot be swayed. However, I believe that those that are intrigued or even a little bit curious, could become strong allies if they can honestly come to understand that the ministry is impacting souls for Christ today in specific and personal ways. They need to realize that their prayers and gifts of time and treasure are immeasurably helpful to this

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teacher, that student, that life, this world. If they can just catch the vision, see the value, understand the need... Most of those seeds are planted through excellent communication!” DAYT

“1. Time 2. Money 3. And for us, the alumni from Asheville feel little to no connection with the Columbia school.” BENL

“Lack of vision. Limited communication.” WRTH

“Determining who wants to be connected and involved, how to best connect with them and involve them in ways that best serve their specific interests and connections to the school. We continue to position the value of our alumni to the board, so they'll support our efforts to engage and retain them.” CHCA

“Time.” CHAS

If you were to do a "Cost/Benefit" analysis of what your school has done for your graduates and contrast it with where you currently stand with alumni relations - could you honesty argue that the time and resources have been worth the investment? Please explain.

“This must be considered a long-term investment. Don't expect to see anything in the way of a financial "return" for a minimum of 20 years. They must be gainfully employed, raise a family, etc. before having much in the way of disposable income to make contributions to their high school. The goal is to remain part of their life and heart in a consistent way so they continue to consider it a place worthy of their donation. Don't stop asking for it, but don't expect to see it too soon. In addition, alums involved in ministry and/or active in their church or para-church organization will not see themselves as able to make donations beyond their current involvement.” CUYA

“We have not invested much time and effort in alumni relations to this point. However, what little we have invested seems to have been worth the effort. Alumni express great appreciation that the Headmaster took the time to look them up for the Viking Alumni Tour events.” LAKE

“This is something we need to invest time into going forward.” CHAS

“A "Cost/Benefit" analysis done by an accountant, would look discouraging. A "Cost/Benefit" analysis done by a minister would look encouraging. It's all a matter of perspective. Are these graduates worth our corporate time, efforts, and focus? It depends on our collective purpose for these efforts...” DAYT

“So far, I think we're on par. If anything, we actually get more than we give in volunteer efforts. The budget is spent on small gifts, mailing costs, and event supplies (food, etc.).” CHCA

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“Alums appreciate what little we have done, so it is a definitely a benefit.” MARA

“Good question. This job can be discouraging as results are often not found by looking at the giving of alumni. I have built this program from nothing. Most of my alumni know who I am, they know who to go to when contacting the school, and they share their stories with me. They still don't overwhelmingly attend events. This is not successful - but they are feeling more valued and heard than ever before. Future graduates can read stories of alumni and be inspired, or are able to network by making connections through my help.” DELW

What specific metrics do you use to gauge your overall effectiveness / progress in alumni relations? Please explain.

“No metrics are currently in place.” WRTH

“Number of alumni donors. Number of current alumni parents.” CHAS

“Alumni giving. Parents of alumni coming back to campus. Would appreciate your help on this.” MARA

“Feedback. As I contact alumni on their involvements, I find that more and more alumni are interested in sharing their information after reading about others from the school. Alumni want to see their name in writing.” DELW

“Unfortunately, many of the metrics seem too subjective. How do you truly measure alumni appreciation or goodwill? Not sure that it can be effectively tied too closely to donations from graduates - although at some level, that absolutely must be measured and considered.” DAYT

“None that I am aware of (as attested to by the role being eliminated).” CHCA

“We don't.” LAKE

“No specifics metrics available.” CUYA

Can you recommend any books, articles, on-line resources, classes, or associations that have been particularly helpful to you in your work?

www.alumnichannel.com CHCA

“The Alumni Program Council was very helpful as we began our journey, but they are no longer in business. Ideas have been obtained by visiting websites of successful schools.” CUYA

“Local roundtables with alumni professionals. Extremely helpful!” MARA

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“We peruse information at the Independent School Management group website www.isminc.com. It’s a consortium of smaller private schools with great ideas.” DAYT

“Philippians 4:10 is our Advancement Departments’ guiding verse – “But I rejoiced in the Lord greatly that now at last your care for me has flourished again; though you surely did care, but you lacked opportunity.” (NKJV)

If a Christian school decided to begin their own alumni relations initiative from scratch and asked you for advice, what two greatest pearls of wisdom would you offer?

“Start now - with the current graduating class - make your office known to them - what you do and why - and begin to cultivate a desire to "give back". Thank those who are currently active, involved, and donating.” CUYA

“I need the pearls!” MARA “1. Teach current students how to be good alumni (how to stay connected with the school, how to give back, etc.) 2. Make it easy to access information that alumni care about (like who is where, doing what, etc.) and to get involved by having a variety of low effort ways to connect with the school based on interests (like reaching out to football players about big football games or awards ceremonies, theatre folks about plays, etc.).” CHCA

“Know exactly what you want to accomplish.” WRTH

“Invest in the alums before they graduate.” LAKE

“Do it for the right reasons. It cannot be exclusively for financial considerations - grads will be able to see right through that approach and you'll be sorely disappointed. You must have a heart for your alumni and you must be determined to serve them, and genuinely befriend them no matter what. It should be about reconnecting them with one another and about reintroducing them to what amazing things are happening at the ministry today. It must also be more about public relations than fundraising. The goodwill and ancillary benefits that could result from cultivating these relationships, and giving them an opportunity to engage in whatever way they feel comfortable, whenever they're ready, are absolutely positive and immeasurable. So set the proper expectations and enjoy the journey!” DAYT

“Invest time and energy early and often to create long lasting relations. Alumni are our best ambassadors when they are engaged.” CHAS

“Strive to minister to donors while promoting the organization. Focus primarily on the mission of the school and advancing the cause of Christian education. You have to treat alumni kindly and with respect. You can’t have an ulterior motive. And even if your invitations are dismissed, you need to keep reaching out.” ANON

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“1. Begin early. When a school first opens it should know how it is going to deal with alumni. 2. Build relationships.” BENL “Create an alumni page on your school's website and have an alumni update form (first thing I did). Find two people from each class who can help with gathering info on their classmates. Give them the info you have on their class and ask them to fill in the gaps by contacting them on facebook, emails,etc.. You will find greater success using classmates then trying to do it on your own as an "outsider." DELW

Additional Thoughts Shared in Telephone Interviews

CINCINNATI HILLS CHRISTIAN ACADEMY – Cincinnati, Ohio (CHCA) Had 128 students in their class of 2014. High school tuition is $14,125. One of the on-line resources that they use is NAIS – the National Association of

Independent Schools http://www.nais.org/Pages/default.aspx. NAIS claims that the average percentage of independent school alumni giving is 15%. Cincinnati Hills has been closer to 4%. However, they changed their approach to requesting alumni gifts in 2014 and participation increased this year to nearly 15%.

Working to instill a “philanthropic attitude” in their current students. One of their more popular gatherings has been an Alumni-Faculty “Grill-Out”. Organize a “College 101” event for seniors that feature recent school grads with

presentations about life after high school and Q&A opportunities. Use Blackbaud “Raisers Edge” to build and maintain alumni contact information. Created two SurveyMonkey surveys for their grads 1995–2003 and 2004–2013.

Incentivized them to complete the survey by offering to include all the participants in a drawing for an I-Pad Mini.

Publish an electronic alumni newsletter quarterly. It highlights individual alumni news and photos. It also has a column mentioning upcoming alumni events and opportunities for reunion planning. They also send out “Save the Date” postcards twice a year.

Started a program with their new graduates two years ago. They give them a one dollar bill and a two dollar bill when they graduated. The school then asks the alumni to give these back to them – the one dollar bill on their first anniversary and the two dollar bill once they’ve been out of high school two years. The idea was to get them to think about giving back, at regular intervals, to their alma mater. However, this approach proved ineffective and has been discontinued.

The school now promises that they will not solicit alumni for donations until 5 years post-graduation.

CHRISTIAN ACADEMY – Louisville, Kentucky (CHAS) Have two main campus K-12 schools, approximately 25 miles apart, in two different

states. Both are “Christian Academy”, but they have different school mascots, and don’t complete athletically. There is a $2,500 difference in high school tuition between the Indiana ($7,100) and Kentucky ($9,600) campus.

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Alumni initiative was partially inspired by the fundraising success of local Louisville parochial school St. Xavier High School. The school was founded in 1864, and their alumni association was established in 1884.

Publish an alumni newsletter twice a year which highlights the accomplishments, mission work, and news about their graduates.

Use Blackbaud “Raisers Edge” for alumni tracking, but they have virtually no relevant data. They attempted an address update search but it only returned about 200 records.

Have been inspired by Briarcrest Christian School in Memphis, TN and Lipscomb Academy in Nashville. Model themselves in many ways after these two institutions.

Believes that social media has undermined alumni reunions. “It is way easier to ask a business or an individual for a donation to the ministry, than to

try and procure dollars from an alumnus!” Searching for a grad to take a lead role in communicating with their former students…

“It takes an alumni to really speak to other alumni.” Currently have a student population of 3,000 across four schools and they are growing. Sponsor a very successful ticketed gala event every year for current families and alumni

that features a “silent auction” and reserved tables.

CUYAHOGA VALLEY CHRISTIAN ACADEMY - Akron, Ohio (CUYA) Founded in 1968 their first class graduated in 1970. They have 3,800 total graduates.

Tuition is $9,500 for all grades. Follow a “schools of distinction” model. Started alumni initiative in 2007 intent on building relationships. Attended alumni

relations seminars and concluded that, “You absolutely cannot start out with an ‘ask’!”Expect that this work will require a consistent thirty year effort to bear significant fruit.

Keep an Alumni Guest Book for graduate visitors to the school. Make it a point to send handwritten, personal notes to alumni whenever appropriate. Trying to focus especially on “second generation” grads. A consultant was recently hired to review the schools processes and practices, including

their Alumni Relations efforts.

DELAWARE COUNTY CHRISTIAN SCHOOL – Philadelphia, Pennsylvania (DELW) Currently have 750 students K-12. High school tuition is $15,000. The Mission of DC is : “To educate students who will serve God and impact the world

through biblical thought and action.” One of the ways that they market their school is through a menu of short videos called

“I am DC”. Here’s the link : http://www.dccs.org/uploaded/I-AM-DC/index.html Work with “Donor Connect” for database management. Alumni contact information is

antiquated and incomplete. The “Keynoter” is a three times a year alumni publication that spotlights two graduates,

and provides class notes and reunion information. This has been very well received. The Alumni Relations Coordinator has been her position for nearly six years. During her

first few years, alumni interaction was her primary duty. She absolutely considers her

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role to be that of a “friend-raiser”, not a fund-raiser. The Director of Annual Giving is the person that solicits contributions from alumni and the greater school family.

When Delaware County celebrated their 60th anniversary, they attempted to engage their graduates in a first-ever donation “Alumni Challenge” campaign, asking each alumni to give the amount of their graduation year. For example, a 1989 graduate would be asked to donate $19.89. Team captains were recruited for each class and there was a huge push to contribute. Nearly one-third of the alumni participated at some level. Unfortunately, they have not been able to replicate that success.

Sponsored many alumni events from 2007 – 2011, including homecoming, alumni chapel, alumni benefit gala, movie matinee with dodge ball, and a Christmas reception. However, the turn-out for these events were consistently disappointing.

While class reunions are still popular, they think that FaceBook has contributed to a smaller numbers of grads attending. It’s just easier for classmates to get caught-up with each other with a few clicks of a button…

Although they have been around for a long time, they are unfortunately not steeped in any specific traditions. The school seems to keep changing things from year to year – so it’s hard to attach their alumni to any one great event.

MARANATHA HIGH SCHOOL – Pasadena, California (MARA) They are the only evangelical school in the San Gabriel Valley. The closest ACSI school is

about 25 miles away. High school tuition is $17,000 per year. 40% of the families receive significant tuition

assistance. Enrollment is increasing. The high school has 670 students and they have virtually

maxed out their capacity! Their school is very strong in the arts. Offer smaller class sizes and more AP classes and opportunities to their students than

most area schools. Stress “intentionality”. Send quarterly “e-news” to their alumni with a simple “ask” for donations. Purposefully striving to engage the parents of their graduates through annual “Mothers

of Alumni Luncheon” and “Dinner with Dads”.

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