Download GraceWorks Sales Manual - Precept Marketing Group

GraceWorks Sales Manual ’11 / ‘12
Prices Effective July 1, 2011 to June 30, 2012
Confidential – For Internal Use Only by GraceWorks Staff and
Precept Marketing for Lead Generation
Primary Author: Dan Krause, President
June 15, 2011
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All prices are effective July 1, 2011. Note that any quoted prices before July 1st are valid for six
months from the date of the quote. With the exception of Emc, we will use the new program,
even under the old pricing.
Travel expenses are NEVER included in any price below, and are the responsibility of the client.
Marketing Coaching Programs
Comparison Chart
Item
Emc
Emc2
Emc3
Price
$5,000
$18,000
$15,000
LOSA (with 300 pages of handouts per
X
X
X
Calls per month (60 minutes)
1
2
4
Email support
Minimal
Limited
Unlimited
Parent Satisfaction and Referral Survey
Standard
Advanced
Advanced
Review overall website
X
X
X
X
X
X
Monthly Promoter Mailers
X
X
X
Monthly Warm Lead Mailers
X
X
X
Monthly Marketing Managers Memo
X
X
X
Marketing Ideas of the Week
X
X
X
X
X
X
X
X
X
X
X
X
Review Marketing Plan
X
X
Literature Branding Review
X
X
Calls to Action / Offers / Conversion
X
X
X
X
participant)
Online marketing presence review (by
NSI Partners, Tom McClintock)
Marketing Christian Schools, Vol 1 & 2
(as available)
Review tuition / financial aid / budget
Internet-based marketing project
manager
Demographics Analysis – bob too
complicated
Paid Advertisements Reviewed
Advanced Web Training (SEO, Social
Marketing, online campaigns, email)
X
X
Advanced Marketing Execution Strategy
X
Additional on-site visits as needed
X
10% enrollment increase or your money
back (must qualify for the program) –
X
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maybe 5 -10 % negotiated
Coaching Content Overview
Retention
Rally night
Registration fees / re-enrollment procedures
Tuition increase strategies
Shepherding strategies, non-enrollees
“Working the flux” at the start of school
Close More Leads
Comprehensive Principal Training
Sales Cycle
Metrics
Secretary / volunteer phone answerer training
Generate More Leads
Word of Mouth
Online Marketing
Church Marketing
Guerrilla Marketing Strategies
Signage
Paid Advertising
Taskforces & Marketing Volunteers
Marketing Plans
Enrollment Marketing Clinics (EMC) - $5,000/year. Including the two-day onsite “Lifting Off,
Soaring Ahead” Marketing Seminar, EMC provides all the reproducible aspects of the larger
EMC2 and EMC3 programs, below, with a limited amount of phone coaching (1x per month),
and minimal email support. These reproducible elements include a monthly marketing
manager’s memo, promoter and warm lead mailers, samples, ideas of the week, and an
internet-based project manager with month-by-month marketing action steps. All marketing
programs also include the 625-page Marketing Christian Schools: The Definitive Guide ©
2006, and the Parent Satisfaction and Referral Guide. Chapters of Marketing Christian Schools,
the Definitive Guide, volume 2, will be provided to all coaching clients as they become available.
Note that all versions of EMC include a comprehensive online marketing assessment by
NSIPartners, an online marketing company that works with some Fortune 500 companies.
See the list above for specific features / benefits.
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Enrollment Marketing Clinics and Coaching (EMC2) - $10,000/year. EMC2 provides all the
elements of EMC, more consultant time (2x per month) written website review, written
marketing plan review, and a marketing practices written review. (Note that the trainer who
does the seminar is also the ongoing coach.) Ongoing coaching is expanded as follows:

Increased phone time allows for more detail and more advanced concepts to be
implemented,

Marketing plan review

Analysis of community demographic trends

Focused training on the idea of offers / calls to action / conversion
Limited email support is provided, and in general, clients receive about twice as much
consultant time (compared to Emc) over the course of a year.
Comprehensive Enrollment Marketing Clinics and Coaching (EMC3) - $15,000/year. EMC3
provides all the elements of EMC2, with significantly more individual coaching time (4x per
month), and a 10% enrollment increase guaranteed after the agreed upon time line of
partnering together. At this level of coaching. often more than one-site visit is required. All
the reviews from Emc2 are more in-depth, with additional reviews for: offers and conversion,
search engine marketing, social marketing, local media markets, and branding. In addition,
GraceWorks will provide an exit interview survey. (We provide the survey, but phone calls for
the exit interviews are billed at $20 per connect.) The web is much more in focus in emc3, with
significantly more time from NSI Partners for training in:
Social Marketing



Search Engine Optimization
Integration of email blasts into Online Marketing

Pay per click / banners

School blogs
On Emc3, we do guarantee a 10% increase or your money back. There are two main conditions.
First, we need clients to substantially implement what we recommend. Potential clients
naturally wonder what we will recommend that might be too inexpensive to implement. After
GraceWorks’ fees, the next biggest marketing expenses will likely be (1) Online marketing,
which could be $1,000 a month, and (2) costs of rally nights / Promoter receptions. We will not
make schools do expensive advertising like television, radio, print, billboards (in our survey
research, these largely do not work.)
An important note about all marketing coaching programs. You can easily spend $5,000,
$10,000, or $15,000 on online marketing, and many schools should do exactly that. For most
schools, it would be wise to drop all paid advertising, and put that money towards the web.
THEREFORE, emphasize with potential clients that they almost certainly will end up spending
more money online. Our goal is to open the door to NSI Partners, and let Tom McClintock (the
President) help clients decide what makes sense for them to do.
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Revenue Revolution - $16,000. GraceWorks’ best value for coaching! Revenue Revolution
maximizes the two most important revenue streams for any Christian school: Tuition and
fundraising income. Two separate consultants conduct 2 separate workshops of 2 days each
on-site with the school. That’s four whole days on site! In addition, one of the two consultants
calls each and every week, rotating between marketing and fund development. (Note, the same
consultant who does the seminar also does the phone coaching. In addition, Revenue
revolution includes all the reproducible elements of both the marketing and annual fund
coaching programs. Includes our most stringent emphasis on tracking results.
Revenue Revolution includes all of the following

Two day Lifting Off, Soaring Ahead marketing seminar on-site

Two day Amazing Annual Fund seminar on site

60 minute marketing coaching call every other week

60 minute annual fund call every other week

Other on-site coaching time if needed

All of GraceWorks’ published information on marketing

Definitive Guide, Vol. 1 and 2 (as available)

Updates

Samples

Team upgrade

Two Standard Parent Satisfaction and Referral Surveys (pre & post)

Coaching videos

Coaching videos

Monthly warm lead mailer

Monthly promoter mailer – monthly???

Idea of the week

Monthly marketing managers memo

Online project manager

Monthly annual funders memo - ???

Annual fund ideas of the week - ???

Recorded Training Available 24/7

Annual Fund Task descriptions

Monograph: Succeeding at Major Gifts

Monograph: Endowment Campaigns for Christian Schools

Healthy Fundraising Workbook
Sold separately, these items would cost over $22,000!
Other Marketing Services
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Lifting Off, Soaring Ahead Marketing Seminar (LOSA) – Sliding scale priced based on K-12
enrollment, $2,295 to $3,195. This two-day (typically Friday and Saturday) includes about 18
hours of consultant time over two intense days. Why Friday night and Saturday? So that as
many volunteers can attend as possible. In fact, we frequently do seminars where 20 people
are present, and 10-15 is usual. A marketing boot camp, the seminar includes all the
necessary aspects to grow a Christian school, including retention, enrollment closing, and lead
generation. GraceWorks provides materials for all participants, including a 180-page
workbook, slightly over 100 pages of (3-up) slides, and an Implementation Guide. Over 300
pages of handouts – including over 300 power point slides. Here is a typical agenda:
Friday
8:00AM - 10:00AM Getting to Know You
10:00AM - Noon—Enrollment Closing
Noon - 1:30PM Lunch with Principal/Staff/Board
1:30PM - 4:00PM Online Marketing Review
-
Online marketing essentials
Review of current website
5:30PM – 9:00PM Marketing Foundations for Excellence
-
Christian School Excellence
-
Differentiation
Saturday
8:00AM – 10:00 AM Tuition and Financial Aid Considerations
10:00AM to 2:00 PM Understanding Promotion
-Word of mouth
-Marketing with Churches
-Literature
-Transitioning from Preschool to Kindergarten
-Building your marketing team
-Marketing plan essentials
2:00PM to 4:00PM Implementation Session
-Assigning who is going to do what by when
Marketing Christian Schools: The Definitive Guide © 2006, vol. 1 ($99 plus $50 for samples,
team upgrade, and updates) – This 625 page volume provides detailed help for Christian school
marketing in organizing, market research, vision and mission, word of mouth, finance, open
houses, ancillary programs, enrollment and re-enrollment, and online marketing (101 pages).
($99 for conference edition – add $50 for all upgrades / updates.)
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Here are the chapters of the book:
Chapter 1, Get Organized and Get Help: Marketing Calendar and Task Force, (85 pages)
Chapter 2, Marketing Research, (45 pages)
Chapter 3, Quality Programs, (71 pages)
Chapter 4, Pricing and Tuition Assistance, (55 pages)
Chapter 5, Word of Mouth Referrals, (61 pages)
Chapter 6, Open Houses, (42 pages)
Chapter 7, Registration and Re-Registration, (40 pages)
Chapter 8, Ancillary Services, (35 pages)
Chapter 9, Website and Electronic Marketing. (101 pages)
What about Marketing Christian Schools: The Definitive Guide, Volume 2. Volume 2 is
presently being written by Dan Krause and a ghost writer, Wayne Baker, who is a successful
Principal at Cumberland Christian School. It will likely include about 12 chapters, and will
include much more research. Some of the chapters include: Enrollment Closing, Marketing to
Churches, Social Marketing, Public Relations and Marketing, Ethnic Marketing, Differentiation,
Branding / Literature. We will probably sell each chapter separately to start. Volume 2 will be
the last volume in the series.
Research
As of July 1, 2011, about 330 Christian schools, with over 60,000 respondents, have taken a
GraceWorks survey.
Standard Parent Satisfaction and Referral Survey (PSRS), v. 2.0 - $999. The PSRS is foundational
for all GraceWorks’ consulting and training, and is included in the price of all seminars and
coaching programs. The PSRS provided normed data on satisfaction and willingness to refer,
both school overall and by subgroup. (Both are reported back as percentile scores, as with
standardized tests.) Importantly, the PSRS precisely identifies areas of strengths and
weaknesses, along with what program elements are most closely related to satisfaction and
willingness to refer. Copious qualitative data (focused constituent comments) is included in a
separate report which is typically hundreds of pages long. The PSRS also identifies Promoters,
leads, marketing volunteers, re-enrollment status, and buying topology information.
In list form, here are the key features of the PSRS:
(1) Normed data – Percentile ranks for satisfaction and willingness to refer for:
Your school as a whole, AND all relevant demographics:

Age

Educational attainment

Race

Grade of child

Gender
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
Relationship to school

Income

Distance from school
(2) Comparisons within Subgroups – discovering statistically significant differences in
satisfaction and willingness to refer within each demographic above (e.g. Baby Boomers vs.
Generation X.)
(3) Lists of Promoters, Detractors, Passives,
(4) Lists of volunteers willing to help you with marketing tasks,
(5) Ample testimonial material,
(6) Leads from Promoters of other families to recruit,
(7) Explanation of Detractor and Passive problems, in respondents own words,
(8) Suggestions for improvement from all respondents,
(9) Re-enrollment status for next school year with other schools considered, and why.
(10) Overall evaluation and comments of students – 3rd grade and up.
(11) Quality Gaps: Importance and effectiveness comparison of the 40 program elements most
related to satisfaction and willingness to refer.
(12) Thrill me / Disgust me / Annoy me / Frill me program element tables for your school as a
whole,
(13) Thrill me / Disgust me / Annoy me / Frill me program elements for all statistically
significant subgroups with more than 30 members.
(14) Effect size ratings and statistical significance tests for all demographics and program
elements.
(15) Leverage ratings to prioritize what program improvements are most likely to increase
satisfaction and willingness to refer, and
(16) Detailed explanation of what to do next, including a month-by-month calendar of word of
mouth activities.
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(17) Weekly progress reports, so schools can push non-responding constituents to take the
survey.
(18) An unlimited number of respondents are permitted.
This is the standard questionnaire – no more than 2 changes allowed. New powerful features of
the PSRS for 2011 / 2012 include:

Leverage – what most impacts satisfaction, for good or for ill,

Satisfaction Quadrants: What are the “Thrill me”, “Fix me”, “Annoy me”, and “Disgust
me” program elements at each school?

Differentials – average importance and effectiveness for all program elements, including
the “quality gap” difference (differential) between the two.

New for ’11/’12 Word / Idea counts in comments – how frequently are parents talking
about teachers, communication, administration, academics, or faith-related topics?

New for ‘11/12 Percentile ranks of program element effectiveness – where sufficient
comparison data exists, a percentile rank of the relative effectiveness of your school in
“engaging teaching” (for example) versus other schools effectiveness ratings for the
same thing.

New for ‘11/’12 – Close correlates. In the minds of parents, what program elements are
closely related, and what are the quality gaps for these items?
Advanced Parent Satisfaction and Referral Survey, v. 2.0 – $1,499. Includes everything with a
standard PSRS plus up to 40 differentials of the clients choosing (80 total allowed), and up to
10 other questions. Dan Krause, the President of GraceWorks, will personally sign off on all
these questions. Up to now, Dan is doing all debriefs on the survey as well, but as GraceWorks
volume increases, other senior consultants will do this work.
Additional features of the Advanced PSRS:

Up to 40 unique differentials (Importance and Effectiveness of program elements
compared)

Up to 10 unique questions besides differentials

More involvement by Dan Krause, President of GraceWorks

Includes all the elements of a standard PSRS
Exit Interviews - $1199 plus $20 per connect for phones to exiting families. This completely
confidential survey is the last survey a departing parent will see from the Christian school they
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are leaving. Parents get a token number and URL to take an electronic survey which explores
their reasons for leaving, and under what circumstances, if any, they would consider returning.

Salient Points of Exit Interviews:

Completely confidential – answers by token numbers are NOT reported back to the
school

Attempt to “save” all respondents for the school

GraceWorks will call parents who will not respond (at $20 per call)

Explores reasons for leaving

Custom write-up of results

Recommendations to improve retention going forward
Differential Diagnostics (DD) - $5,000. Differential Diagnostics is a completely custom survey
for each school, with a custom write-up as well. Quantitative questions are generated by the
comments of the PSRS, which is the first step of the DD process. The differential diagnostic
includes a factor and regression analysis, along with the leverage and other analysis of
GraceWorks’ standard PSRS scoring software. The write-up is customized as well; the final
report typically includes 40-50 recommendations for improvement. The key difference
between the Advanced PSRS and the Differential Diagnostic (DD) is that DD includes 30-40
pages of custom writing, explaining the results. A completely customized survey.
Key Aspects of the Differentials:

All aspects of an Advanced PSRS

40+ recommendations

Factor / Regression analysis of program elements

Complete analysis of satisfaction / referral scores as a whole and by subgroup

Analysis of Other data

Custom Survey

Custom Results
Custom Research $45,000+ GraceWorks will periodically conduct school-specific custom
research for denominations, typically at the district or conference level. Typically these studies
utilize GraceWorks’ current data (over 55,000 Christian School constituents as of January, 2010)
to provide normed comparisons. Note: these are custom-bid by GraceWorks President Dan
Krause, so the first set, as always, is to set up a consultation with Dan. Note that this is
publish quality research – final reports can range from 300 to 600 pages.
Key Aspects of Custom Research:

Conference / District / State / Nationwide focus – denominational or association-wide

Qualitative research (focus groups, interviews) informs quantitative research (e.g. survey
questions)
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
Extensive statistical analysis (regression, chi quare, f-test) for data as a whole and key
subgroups

Extensive comparison of subgroup data with policy recommendations for differences
noted

Extensive recommendations.

Use of GraceWorks other survey data for comparison (over 330 Christian schools and
60,000 Christian school constituents.).

Answers big, crucial questions, e.g. Why don’t Adventist kids send their children to
Adventist schools?

Meant to guide denominational or association leaders in crucial policy decisions over a
5 – 10 year time frame.
Note: All custom research is conducted by GraceWorks’ president Dan Krause. Krause has 1
year completed in a Ph. D. program at the University of Colorado, Colorado Springs, and is the
lead researcher at GraceWorks.
Christian School Start-Ups
Pre-Startup Support Studies $25,000 (Ask). The goal of a Pre-Startup Support Study is to
maximize the resources for a strong, robust school start. Through on-site interviews and one
or two surveys, GraceWorks identifies: interest parents, potential donors, potential volunteers,
potential staff, and differentiation for both fundraising and marketing purposes. A key focus is
to find volunteers willing to help with the fundraising. Through a process of interviewing over
100 potential supporters (parents, volunteers, donors, leaders, staff) and an unlimited number
of survey respondents, a GraceWorks’ support study provides all of the following:

Practical strategies for a Biblical, church-centered approach to starting a Christian
school.

A solid prayer support base, with 100 - 200 people regularly praying for your school.

An enthusiastic core support group of two - four hundred people who are leading,
giving, volunteering -- even volunteers who will help with the fundraising chores.

50 -100 enrolling children identified.

Maximum donor funding -- strategies to have 70% pledged or given several months
before the school opens.

Solid initial funds drive that cannot help but be successful because the case for support
is widely owned by actively involved volunteers.
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
Several hundred potential donors identified upon which to build a yearly fundraising
plan and/or to prepare for a phase two capital campaign.

A solid information technology solution for marketing and fund development that starts
with tens of thousands of pieces of information from the Support Study, and adds
critical donor and marketing information gleaned from the entire Start-Up Process. (In
other words, we import the data into a contact manager, such as Goldmine for Windows,
or SaleForce.com.

A clearer understanding of what financing might be needed, and how to obtain it.
Support studies typically take 3 – 4 months to complete, from signing of contract to final
report. Total number of interviews is typically 100 or more. Up to 3 unique surveys and an
unlimited number of respondents are also part of the study.
Start-up Mechanics Consultation $7500 for six days of consultant time. (Negotiable - Ask)
With nearly 40 years of related experience, GraceWorks’ senior consultant Bob Rogalski
provides practical hands-on help for groups starting Christian schools throughout America.
Bob grew his last school, Joy Community School in Phoenix, from 0 to 450 in just five years,
with 400 in the preschool.
GraceWorks consultation for start-ups can include any or all of the following:
Start-up funding help
Major donors
Core group
Other funding sources
Marketing help
Word of mouth
Guerrilla marketing
Internet
Church-related
Enrollment / closing
Mechanics
Understanding school finance / budgets
Hiring / personnel
When / how to hire chief executive
Opening grades / growth strategy
Board of directors
Volunteer mobilization
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Location / buildings
Program / curriculum
Note that both phone and on-site consultation is provided to start-ups.
Leader Visioning Retreat $3,500 - The foundation for all success in Christian ministry is clearly
understanding God’s vision for any Christian enterprise. It is essential for all future planning.
Leader Visioning is a one-of-a-kind service offered exclusively by GraceWorks. GraceWorks’
Senior Consultant Ray Webb conducts visioning weekends all over the country, helping Pastors
and Principals determine God’s ultimate purpose for their school. (As of July 1, 2011, Ray has
conducted over 300 visioning retreats.)
Vision is best described as a picture of what students are like if the school has successfully
impacted their lives. Ray will write-up the results of the weekend in terms of a vision narrative
(a long description of the vision, often pages long), vision bullet points, or a combination of
both. Ultimately, what the leader of a school start-up has to “sell” to all key constituents
(potential donors, parents, or volunteers) is a better vision for children.
In summary, leadership visioning includes all of the following:

A prayerful determination of God’s purposes for both the school and the students
therein,

A vision narrative – a “long version” of this vision (5 to 15) pages capturing the richness
of God’s purpose

Revisit / revise mission statement

“Big Hairy Audacious Goals” (BHAGs)

Core Values Statement

Bulleted vision statement – 2 pages of points summarizing this vision

Vision statement / Elevator pitch – further summarizing vision / purpose

Differentiation – one of the most important marketing concepts driving student
enrollment
Vision Planning – $29,000 From God’s heart to reality. Vision Planning is GraceWorks’ strategic
planning process, conducted by Ray Webb, the President of Vision Planning. It is one of the
strongest Christian strategic planning processes in the country: Ray has outstanding
references, although many of these will be churches. The Vision Planning process includes all
of the following:

Initial Visioning Retreat (Same as Leader Visioning Retreat, Above) – establish the longterm purposes of the school

School Check-up – Determine problems standing in the way of accomplishing God’s
purposes

Analysis of existing vision, purpose, mission, core values and strategy
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
Advanced Parent Satisfaction and Referral Survey

School / Community issues (e.g. demographics, segments)

Exit interviews

Warm lead interviews

Financial Analysis

Administrative Analysis

Facility Analysis

Growth Analysis

Ongoing Strategy Sessions

SWOT (Strengthes / Opportunities / Weaknesses / Threats) Analysis

Goals

Objective

Action Items

Recruitment, Training, Guidance of the Vision Team

Six monthly vision team meetings

Vision communication plan

Prayer plan

Funding plan

Differentiation / USP analysis
Other Two Day Seminars
Note that all seminars include the basic version of the PSRS.
The Amazing Annual Fund seminar - (Sliding scale priced at $2,295 to $3,195, depending on
the school’s K-12 enrollment – see website page.) The foundation for all Christian school fund
development is the annual fund, which establishes a pattern of giving, and actual donors,
necessary for success at major gift work, capital campaigns, and endowment work. The
seminar is GraceWorks’ most comprehensive seminar on the crucial topic of the annual fund.
Key features of the seminar include:

Most comprehensive training on succeeding with the annual fund

250 page book: The Amazing Annual Fund

Developing case for support

Sub committee training

Two-day training by Bob Rogalski, who has lead over 300 annual fund efforts
Healthy Fundraising Seminar (Sliding scale priced at $2,295 to $3,195, depending on the
school’s K-12 enrollment – see website page.) This two-day fundraising boot camp
comprehensively covers all the essentials of Christian school fundraising, including annual
funds, major gift funding, fundraising events such as pledging dinners, capital campaigns, and
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planned giving. GraceWorks provides all seminar materials, over 400 pages of unique material,
including Dan Krause’s monograph: Succeeding at Major Gifts.
The Healthy Fundraising Seminar is 100% about fund development, with in-depth coverage of
all of the following:

Annual Funds

Major gifts basic and advanced

Major gifts move movement

Identification, qualification, next steps with dozens of potential donors

Pre-capital campaign studies

Pre-capital campaign strategies

Capital campaigns

Endowments

How the case for support (cause concept) empowers all of the above.
This is one of the most “hands-on” seminars in terms of thinking through actual donors /
annual fund strategies, major gift moves management. It is also the most material’s intensive,
with about 400 pages of materials for all participants, including monographs on major gifts,
endowment funds, and about 60 pages of committee write-ups.
Healthy Finance Seminar (Sliding scale priced at $2,295 to $3,195, depending on the school’s
K-12 enrollment – see website page.) This two-day seminar blends the most productive
aspects of fundraising (e.g. major gifts / annual funds) with essential marketing elements (e.g.
enrollment closing, word of mouth.) Seminar participants receive nearly 300 pages of unique
content via slides, a unique workbook, and an implementation guide.
The seminar is presented in three blocks:
Block #1: Marketing
Word of Mouth
Internet Marketing
Church Marketing
Enrollment Closing
Block #2: Finance
Understanding current financial issues
Sponsoring Church support issues
Tuition / Finance
Long-term fiscal sustainability
Block #3: Fund Development
Annual Fund
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Major Gifts Basic
Major Gifts Advanced
As with all GraceWorks’ seminars, the healthy finance seminar typically includes a 1 to 2 hour
block for implementation: deciding who is going to do what, by when. This is arguably the
most-content heavy seminar GraceWorks does, and often in 2 days we cannot cover everything
as thoroughly as we would like.
Fundraising Services
Pre-Campaign Support (Feasibility) Studies -- $25,000 (Ask). A key philosophical difference
between a GraceWorks’ support study and the traditional feasibility study is that GraceWorks’
support study assumes the proposed expansion is a “go.” The question is not really the
feasibility of the current project, but rather, how much of the project can be accomplished in
the initial phase, and how much can be accomplished in later phases. The most important goal
of the study is to maximize support for the project.
A key advantage of GraceWorks’ feasibility studies is our robust survey technology, which
enables GraceWorks to identify more support, in terms of potential donors, fundraising and
other volunteers, even potential parents. Support studies provide diagnostic help identifying
areas to strengthen to improve parents’ (and other constituents’) satisfaction with the school, a
key pre-requisite for willingness to give.
In a nutshell, GraceWorks’ Pre-Campaign Support Studies do the following:

Provide a solid list, both on paper, and in an electronic database, of key supporters for
the campaign

Donors – leadership, major and otherwise. Actual and potential.

Volunteers willing to help with the fundraising (typically 1 to 2 dozen)

Volunteers to help with construction (and in-kind providers)

Volunteers to help with the move-in

Volunteers to help during the school year

Key community contacts to facilitate the project

Often – ideas that save hundreds of thousands related to land purchases or building
issues

Potential and probable new families for enrollment purposes

Overall school health assessment (via an Advanced PSRS)

Case for Support
Initial Campaign Strategy

On-site presentation of results

Written report (typically over 100 pages)

All results in electronic format

Up to 3 unique surveys and an unlimited number of respondents.
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Note that GraceWorks works hard to insure that very little information remains confidential with
us. In
Capital Campaigns – $5,000 a month. Dr. Ron Harris does these campaigns – he has raised over
$150 million over the course of three decades in fund development. Capital campaigns focus
on raising funds for a school's building, equipment, or classroom needs. They typically extend
over a 2-4 year period. Each of the six phases of a capital campaign calls for outside, expert
fundraising counsel in order to achieve success.

Phase I - Pre-Campaign Planning

Phase II - Campaign Planning

Phase III - Leadership/Quiet Phase

Phase IV - Nucleus Solicitation Phase

Phase V - Public Phase

Phase VI - Closure, Celebration, and Transition (to ongoing solicitation)
GraceWorks delivers expert, on-site counsel throughout each of the six phases. Our approach
is school-centered, volunteer-based, and involves hands-on leadership from beginning to end.
During the campaign, a consultant is typically on campus two days per month. The capital
campaign consultant is also available by internet and cell phone as needed for no additional
charge, and typically provides four or more hours per week of phone consultation, email
response, and review time. Mandatory moves management meetings are held weekly.
Distinctives of GraceWorks’ Capital Campaigns include the following:

Specifically tailored to the needs of Christian Schools

A Biblical foundation

Best practices / best thinking on capital campaign practice

Robust Major Gift Training and focus

Weekly moves management with electronic database set up during the study

Campaign director will have worked in the Support study interview process

Detailed campaign strategy

All campaign training

All campaign training materials

Monthly onsite visits, typically two days

Unlimited phone, email, review support

Pledging system set up help

Monthly follow-up for two years after the campaign
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Annual Fund Basic (AF1) - $5,000. The annual fund is a coordinated effort by the school to
plan an annual appeal which each year will provide a major stream of income. After the first
year, the entire effort gets easier, as donors “get in the habit of giving.” Between $40,000 to
$150,000 additional dollars can be raised, but this amount varies widely depending on the
current fundraising and financial situation of the school. Annual Fund Basic provides all the
basic tools to accomplish this, and is appropriate for highly motivated schools who do not need
lots of “hand-holding”.
Here is what you get with AF1:

Annual fund guidebook

Two day annual fund seminar

10 coaching calls per year

Limited email support

Develop Alumni giving strategies

Evaluate current budget / fundraising needs

Evaluate current fundraisers with recommendations

Develop online giving strategies

Develop corporate giving program

Basic major gift work with next steps

Parent Satisfaction and Referral Survey

Monthly Annual Fund Newsletter

Ideas of the week

Recorded Training Available 24/7

Annual Fund Task descriptions

Monograph: Succeeding at Major Gifts

Monograph: Endowment Campaigns for Christian Schools

Healthy Fundraising Workbook
Annual Fund Advanced (AF2) - $10,000. AF2 provides all the items in AF1, with significantly
more consultant time, and a much greater focus on major gifts. (Note, for example, the extra
on-site day for major gift and pre-campaign training.) Because of this significantly higher
emphasis on major gifts, AF2 is appropriate for schools which are anticipating a campaign in
the near future.
Here is what you get with AF1:

Annual fund guidebook

Three day Annual Fund Workshop

24 calls per year

Unlimited phone / review time

Develop Alumni giving strategies

Evaluate current budget / fundraising needs

Evaluate current fundraisers with recommendations
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
Develop online giving strategies

Develop corporate giving program

Major gift training

Major gift donor identification, qualication, and moves management

Endowment Training / Strategy

Pre-capital campaign training

Parent Satisfaction and Referral Survey

Monthly Annual Fund Newsletter

Ideas of the week

Recorded Training Available 24/7

Annual Fund Task descriptions

Monograph: Succeeding at Major Gifts

Monograph: Endowment Campaigns for Christian Schools

Healthy Fundraising Workbook
Annual Fund 3
Schools that are looking at campaign in the next 12 months.
Teacher Effectiveness Training – to be determined later
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