BY GERALD JINDRA
TELL ME ABOUT YOUR SCHOOL. If you begin your response with either a description of the building or mission statement, we need to talk....
Imagine a parent approaching a member of
your staff and asking “why should I send my child to your school?” Will they know the answer? If
a potential donor asks you “what is so special about your school?” will your answer compel him to write a check? The
answers to questions like these may actually indicate how well your school is prepared to compete for survival in the
educational marketplace. The fact is, the attraction of parents and donors requires a good reason on their part and an introspective
process on yours.
It is no longer reason enough to be a private school, even with a religious affiliation. Parents have become critical consumers demanding to know how your product is better than, well, free (they seem willing to rationalizing away the religious part). Similarly, donors want to know how your school (and their money) will make a difference. So how do you come up with the right answers? You need to embrace some basic marketing principals. You need a Case Statement.
Defining Your Brand
Marketing is making it known how you can fulfill a consumer need, better than the competition. A Case Statement is a key
marketing tool because it embodies your institution’s unique and exceptional character, either providing services not
available elsewhere or proving them more effectively. In the process, a Case Statement also outlines why those characteristics are
worthy of donor support. However, a Case Statement is not the same thing as a mission statement; the latter simply serves as
a reaffirmation of principles and does not tell your story.
The first step, and most important component, in the making
of a Case Statement is the development of a central, underlying theme that summarizes your school. This theme should define
your school: what it does, and how your school does it better. Creating a Case Statement takes some brainstorming from
administrators, teachers, parents, and even students. Ask them to outline what your school does that sets it apart from similar
institutions in the area. Also consider how your school is meeting the challenges of its mission and future needs. If you have
trouble articulating who you are, try asking “what if our school ceased to exist? What would the
impact be?”
The importance of the beginning
As with any good theme paper, the first paragraph of a Case Statement should be capable of standing
alone. Clear and concise and easily remembered, these first few lines should reflect the image you desire for your school. End the statement with a brief, compelling description of need to make the case for donor investment.
In essence the image you create is your “brand statement,”
or institutional identity. Branding is as much the creation of an image as it is establishing an identity that is easily
recognized and remembered. Sometimes branding is summarized as a slogan or logo (or combination). Whatever form the
message takes, branding is that single concept that defines an organization while creating a lasting impression. Because of
the bombardment of information that exists in today’s society, that message needs to be simply, but effectively stated. Most importantly, the message should be frequent and consistent.
Use it, in various forms, in brochures, proposals, appeal letters, newsletters, and even in presentations to parents and donors. Get everyone from teachers to the janitor to buy into
it. This constant repetition is the basis of good marketing and the key to alluring parents ... as well as motivating donor
support. 
Gerald Jindra is one of PSI’s Expert Partners, online at psi-solutions.org/experts/jindrag/. He has spent the past 30 years in advising schools, social service agencies and other organizations. Contact him at info@psi-solutions.org.