“What Are You Developing?”

Recently I was visiting a Jewish day school and walking the grounds with a newly hired development associate.  We ran into the principal of the elementary school who had not yet met the associate.  When I introduced the employee and gave her title as “development associate,” the principal asked, “What exactly will you be developing?”

Although I chuckled to myself, it made me think about a how seasoned educator and professional such as this principal could have no idea why the development associate was hired.  What was she going to be developing?

As I tried to answer the question in my head, I came up with the following:

• Developing relationships with key stakeholders at the school
• Developing prospects into lifelong supporters
• Developing greater sources of financial income for the school
• Developing a case and mission about the school and its role in the community

As development professionals, we spend most of our time focused outside the school.  We know that we need to make the case for support to those outside the school building.  I think too few of us pay adequate attention to making the case to those inside the school building. 

During the October PEJE Development CoP call, Barbara Maduell spoke about creating a culture of philanthropy at school.  Part of that process is educating the entire staff about what you, the development professional, are there to do.  From the head of school to the librarian to the security guard, each member of the school team is an integral part to the work of development.  I agree with Barbara, one way to answer “what are you developing?” is to have a faculty/staff campaign.

I know, you think it’s crazy.  How can we ask our faculty and staff to make a financial commitment to the school? They are often underpaid and overworked as it is.  But think for a minute about the case it makes to a donor outside the building when you say that you already have the commitment of every teacher and staff member in support of the school.  Our faculty and staff believe so strongly in the mission of our school that they have chosen to invest more than their time and their careers; they have invested philanthropically as well. 

I have heard from so many development professionals that they don’t have the support or infrastructure at school to accomplish the work they know needs to be done.  Here are some steps to changing that internal culture:

1. Ask your head of school if you can join the divisional staff/ faculty meetings.  This will help you both get a better sense of what is going on at school and become a familiar face.
2. Set aside time to make a presentation to the staff about your role, the role of the board, your fundraising goals, and how the faculty and staff can participate.
3. Identify one faculty or staff member who already makes an annual gift to the school.  Ask him/her to send a letter to the entire staff talking about why he/she supports the school.
4. Work with your budget office to set up a payroll deduction making it easier and efficient for faculty/staff to be part of the campaign.
5. Engage with faculty and staff about what makes your school unique; their perspective is important in the case for support for the school.

Let’s work together so that everyone in our school communities knows what exactly we are developing!

—Jennifer Weinstock