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Advancement/Development Directors Retreat
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 Export to Your Calendar 3/10/2020
When: 03/10/2020
10:00 am to 2:00 pm
Where: Map this event »
Archbishop Spalding High School
8080 New Cut Road
Severn, Maryland 
United States

Online registration is available until: 3/5/2020
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Category: Direct Instruction and Hands-on


From Boomers to Millennials: Fundraising for Today's Parents


As private-independent school marketing professionals welcome the first waves of millennial parents into their multigenerational target audience, they find themselves in a quandary. How do they continue to connect to the last waves of baby boomers while meeting the philanthropic and communications needs of the newest generation of private-independent school parents? Understand what motivates the philanthropic decisions of baby boomers, Generation X, and millennials. Learn how to segment your approach to boost your appeal to all three generations of parents by creating a multilayered strategy. 


Afternoon Breakout Sessions (choose one):


Assess Your School’s Development Operations (Penny Rogers)


An effective and accountable Development Office must evaluate how well its operations reflect best practices and whether objectives are being achieved. Join ISM Consultant Penny Rogers as she guides you through a self-evaluation exercise using Independent School Management’s (ISM) Development Operations Assessment.


The Development Operations Assessment provides a framework for appraising your performance and reviewing the practices that can help you achieve success. You’ll evaluate two areas: consistent donor engagement and Development Office management. The items in this assessment are intended to help you reflect on the range of elements that contribute to effective development operations, and to identify areas of practice in your school that may require further attention. You can then use these metrics to analyze the state of your operations, establish a baseline, and create an impactful and realistic action plan.


Second breakout sessoin - TBD


AIMS Members: $100  (through February 25th) or $110 (After February 25th)
NON AIMS Members: $150 (through February 25th) or $160 (After February 25th)


Please note that NO REFUNDS will be issued for cancellations for this class after March 1st. 





Penny Rogers first joined Independent School Management (ISM) in 2010 as a member of the Advancement Academy’s founding faculty. As a Consultant, she specializes development, enrollment management, and marketing communications. Her experience in these areas comes from working in private independent schools for more than 13 years and serving other non-profits for an additional seven years.


Penny began her career in schools in 2001 at Ravenscroft, a PreK through grade 12 school in Raleigh, N.C. As the Annual Fund Director, she managed all aspects of the school’s annual giving program, overseeing a team of volunteers responsible for raising nearly $600,000.  Penny later became Ravenscroft’s Director of Communications and was charged with building the school’s communications program from the ground up. From 2013-17, Penny served as the Director of Admissions & Marketing at Academy at the Lakes, a PreK3 through grade 12 school located in Tampa, Fla., where she helped the school reach record application and enrollment numbers. 


Penny graduated with a B.A. in Journalism and Mass Communication from the University of North Carolina at Chapel Hill and received her International Advancement Program—Leader certification in 2012.




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