News

Public schools' fundraising idea: Ask alumni for donations

By Cate Lecuyer
staff writer
Published: June 25, 2009

BEVERLY — There's no doubt that there are some proud and successful Beverly High School graduates out there.

But are they successful and proud enough to send a donation to the institution that provided the foundation of their education?

Well, it doesn't hurt to ask.

City and school officials plan to establish a committee to look into hiring a development director — either a person or a company in charge of targeting alumni and asking for donations, much like private schools and colleges do.

"If they can do it, why can't we?" City Council President Tim Flaherty said. "Our tax dollars are being stretched, and we need to come up with new ways to do things."

It's a unique concept, he admits, and Flaherty said he doesn't know of any other public school district with such a position. But with decreases in state aid, schools have to get creative about increasing revenue, he said.

Although PTOs are constantly organizing fundraisers and putting on enhancement programs, and the Beverly Education Foundation raises about $8,000 a year, a development director would target alumni capable of making a major gift — maybe $100,000 to fund something like an athletic stadium, turf field or new technology.

The idea was highlighted last year when alum Mike Pascucci donated more than $500,000 worth of electronic whiteboards, laptops and DVD players to the elementary schools. Over the years, he's also funded the Pascucci computer lab at Centerville, the Briscoe Middle School computer lab, and laptops for foreign language and reading classes at Briscoe.

Flaherty said there could be other generous alumni like Pascucci.

"There might be people out there who want to contribute," he said. "But they've never been asked."

At Salem State College, alumni gifts account for about 2 percent of revenue. In an $86 million budget, that's about $1.7 million that's raised for scholarships and special programs.

"Fundraising is very much a key element," spokeswoman Karen Cady said. "We couldn't do what we do based on what we receive from the state."

As a public institution, they've beefed up fundraising efforts in the past 20 years and spent a lot of time making sure people know the college needs the donations.

"There's an assumption across the board that (if) you're a public school, you receive funding from the state," she said. "People assume, 'I'm paying taxes, why do I need more money?'"

It's a challenge Beverly may also face, she said. But in light of the economy, she's noticed many organizations are increasing their fundraising.

"I don't think there's a nonprofit that I know that's not ramping up their development efforts," she said.

And she commended the Beverly School District for wanting to get on board.

"I applaud that," Cady said. "Public education is a critical need, and with the budget cuts they certainly need to make up that gap."

Both School Committee President Annemarie Cesa and Superintendent James Hayes said the idea is worth exploring.

"I love the concept," Hayes said. "It's hard work though, and so much depends on finding the right person. The reality of nonprofits is people are contributing less."

He said it will take someone dedicated to the job to bring in the kind of support they're looking for.

The PTOs and the Beverly Education Foundation are made up of volunteers who also have full-time jobs, families and lives, he said.

"They have very little time to take fundraising to the next level," Hayes said. "It takes someone with a significant time commitment."

The position, Flaherty said, would ideally be self-sustainable. Although it might involve investing some money upfront, the salary would likely be based on the level of funding coming in. But that's something they would have to figure out as city and school officials discuss the idea.

"It's new, it's different, and I think it's intriguing," Flaherty said. "I'm looking forward to the potential, because it's there."

Staff writer Cate Lecuyer can be reached at clecuyer@salemnews.com.