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Marketing schools, incorrectly

Both my wife and I have been the frequent recipient of late of continual marketing mail from the Catholic Alumni Partnership, a firm seeking to “secure the future of Catholic education.” The organization touts Regis Philbin as their spokesperson.

The firm, a privately sponsored and funded venture, with “anonymous backers” seeks to raise funds, which I understand. They also are attempting to tie into the social network needs of the individuals they solicit using buzzwords like “Reminisce” and “Reconnect.” That seems to be more marketing than reality. Their sole strategy in that regard is to have a Facebook page.

A few things that raise questions in my mind… They are attempting to solicit alumni from schools (and often their founding parishes) long since closed. It doesn’t exactly give one a warm and fuzzy feeling to be giving money toward empty, closed, and defunct buildings — and people like me have a lot of bad feelings about that. Further, I would love to know exactly where the money is going. They present stats on their website, but I see no accountability for the outlay of the money. Is this direct scholarships to students? Is it investment in buildings and grounds? Is it paying salaries? Is it going to a diocese or a parish to underwrite their investment in education? Financial statements?

Their material paints a bleak picture for the futureThey cite a 2008-2009 report by the National Catholic Educational Association..

  • 162 Catholic schools closed last year due to financially strapped budgets. [Generally, the parents of the schools fought the closings, but were given no choice. As with parishes there’s always another one nearby, or so says the bishop.]
  • Tuition in schools covers only 54% of student costs. [Community parishes that served their members, and were part of tight knit communities, always found a way to run a school, and back in the day, without tuition. Tuition wasn’t charged in my school till I reached the 6th grade, and it was $50 a year. Now parish communities are mega-churches with 5,000 plus members and little connection as a community]
  • Last year, more than 75,000 fewer students attended Catholic elementary school than in the previous year. [By choice, due to closings, due to fear and scandal? The why is most important so that the root causes can be addressed.]
  • Catholic elementary school staff —“ once comprised of religious men and women —“ is now predominantly made up of lay men and women. In fact, nationwide, only 4% of staff is religious. [The sad aftermath of Vatican II in large measure, as well as wishy-washy catechesis by Am-Church laity. How many R.C.’s know what the Eucharist is?]

Certainly they are correct in stating that Catholic elementary schools are strained, and that families have a declining ability to pay. There very well might be a need for philanthropy. Unfortunately, the track record on school and parish closings does not lead one to want to support this effort. Before going down that road, what is necessary is that every diocese, parish, and school recommit clearly, publicly, and unequivocally to maintaining their presence. Chicken or the egg — certainly, but money cannot fix commitment. Otherwise, people are sending good money down a black hole. There is also a question sitting in the background as to where the money will go when year-over-year declines in enrollment and continued closings wipe out the last of the schools?

I do not disagree with the organization’s underlying (at least public) intent. I do disagree with marketing to people hurt by closings – yes, where is my heritage? I also disagree with the lack of a greater strategy, transparency (anonymous backers, no financials), community focus, and the overall lack of a guaranteed commitment to maintaining Catholic education from the people who are the deciders – the bishops. It is not always about money.

One other thing, my wife never attended Catholic school, in her hometown, which was certainly not in New Jersey. The organization needs to fix-up its database.

Now my plug for the PNCC. The Church is committed to maintaining its school at St. Stanislaus in Scranton. Like our parishes, a bishop cannot step in and close anything without the consent and agreement of the parishioners/those affected. That is democracy in the PNCC. Also, do you know of a Church anywhere where children and the parents are not charged for the activities the Church offers. All PNCC Parishes I know of, and their supporting organizations like the PNUA (Spójnia) and YMSofR, underwrite the entire cost for children’s participation in events. No charge or out-of-pocket for parents for Christian education, the acolyte retreat, the KURS camp, or CONVO. Pretty amazing. Couple that with college stipends and other scholarships — the Church caring for its future.

Catholic education is important, and I was a recipient of its benefits. In many ways it formed me. We used to have three schools in walking distance, now there are none. That is sad, and there are ways to fix it. That model starts with unshakable commitment where faith comes before money, and where money is never the problem.

One thought on “Marketing schools, incorrectly

  1. You offer a good analysis of the decline of Catholic education in the U.S. and present some excellent questions about accountability. I did some quick research (as always) and found some ideas that bear presenting. My main sources were the National Catholic Education Association and the New York Times (http://www.nytimes.com/2009/01/18/education/18catholic.html?_r=1&pagewanted=1) where I read the following summary:

    The church has blamed a stew of confluent trends, including the shortage of nuns and priests who once ran the schools at no extra cost and have been replaced by lay staff with pension benefits; the post-Vatican II relaxation of religious obligations, which once included sending one’s children to the parish school; and the demographic shifts by which relatively well-paid working-class parishioners of a generation ago were replaced in the pews by Latinos and other immigrants who are part of the working poor.

    Disappointed parents, as well as education professionals, cite rising tuition as another factor. But they also say the church hierarchy has been slow to react to societal change and unwilling to admit to problems, and is not especially well trained to run businesses — schools — in environments like New York, where charter schools and a generally improving public school system offer parents, Catholic or otherwise, options they have not always had.

    If I had the time, patience, and desire, I would find professional, documented, statistically-verifiable reasons for the decline and present condition of Catholic education. But, my first-hand knowledge of and contact with Catholic schools, teachers, and parents confirm the conclusions of the NY TIMES writer. Also, I should mention the recent historical acceptance and entrance of Roman Catholics into the American mainstream which has been observed and written about by sociologists and has lead Catholics to deemphasize the need for a “defensive” Catholic education for their youth. In any case, it is a topic which merits the
    attention of all self-identified Catholics. Thanks for your observations.

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