Of Carts and Horses

Independent schools often make the same error in formulating strategy that for-profit companies do in designing new products and services.  In the for-profit world, marketing is too frequently engaged post hoc to help sell (or rescue) products designed by others.  Independent schools bring advancement to the table post hoc to help finance initiatives conceived of bhy others--sometimes very far post hoc indeed.  In both cases the error is in not bringing a key player into the process much, much earlier.

Advancement, done well, should be so closely in touch with sources of funding (and their biases, interests and motivations), that it is a natural partner in the product/service development process.

So, how do you think about your advancement professionals?  As souped-up bake sale and annual fund managers, or as valued business partners in conceiving a future school that will be a magnet for funding interests even before launching new initiatives?

(My thanks to Phil Higginson at Ravenscoft School, Raleigh, NC, for sowing the seeds for this posting during a phone conversation yesterday.)