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Nurturing Parent Donors in Independent Schools: A Lifecycle Approach

Learn how to engage, cultivate, and retain parent donors in independent schools with insights on demographics, revenue sources, and donor motivations at different stages of the parent lifecycle.

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Nurturing Parent Donors in Independent Schools: A Lifecycle Approach

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  1. The Life Cycle of an Independent School Parent Donor Barbara Maduell, CFRE, Senior Consultant PNAIS Institutional Leadership Conference October 27, 2008

  2. How Your Schools May Be Different • Range of grades served • Demographics of local and independent school communities • Sources of revenue • Culture of philanthropy • Age of school • Case for support: “THE GAP”

  3. What Your Parent Donors Probably Have in Common • Limited “shelf life” • Motivation is personal vs. altruistic • Already pay fee for service (tuition) • New to giving, but also… • School is high philanthropic priority

  4. Core Sample Trends for Giving to Independent Schools (in Inflation-Adjusted Dollars)

  5. In Vitro: The Prospective Parent • Expanding your database • Prospect research: partnership of advancement team • Admissions: Inform/educate/engage • Consistent, reinforced messaging • Relationship is transactional • Giving might be, too

  6. Birth to Toddler: The New Parent • Room Reps and others as prospect researchers • Development team identify and sort transactional and transformative donors • Educate about role of philanthropy in school budget • Cultivation strategy: Buy-in of core program/engagement in community • Case is from students’ perspective • New Peer Influencers bring more into the sandbox

  7. Youth: The Settled Parent • Transformative donors at peak giving • Transactional donors bring in peers • Goal of 100% participation • Solicited become solicitors…and • Ambassadors/Peer Influencers who “get it” • Leadership qualities emerge and find a home • Case is sustaining and growing excellence • Let go of the no-go

  8. Adolescence: The Graduating Parent • Shifting priorities: preparing for next phase • Unrestricted major donors: from annual to endowment or special projects • “Class as Donor” appreciation ever more important • Individual stewardship plans developed • Case shifts to appreciation, in honor of children, next generation of their own

  9. Adulthood: The Alumni Parent • Full circle: transformative to transactional • Acquire/retain major donors in leadership • Recruit for Admissions • Case: From gap to continuity of school • New priorities, but maybe more discretionary income • External communications: treat as insiders • Emphasize alumni achievements • Engage alumni to retain parent interest

  10. Who Parents the Parents? • Be collaborative, but one person coordinates • Unique roles: • The Board • Faculty/staff • Administrators • Development team

  11. Thank You! Barbara Maduell, CFRE, Senior Consultant The Collins Group barbm@collinsgroup.com (800) 275-6006 www.collinsgroup.com

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