CORONAVIRUS (COVID-19) AND SCSBC’S RESPONSE: Find the lastest updates here for students, faculty and staff.
CORONAVIRUS (COVID-19) AND SCSBC’S RESPONSE: Find the lastest updates here for students, faculty and staff.
In a beautiful home, there hangs an incredible painting. The painting shows the artist’s obvious care for detail, flair for composition and emotional connection with the subject. By any measure, it’s a rich work of art. But despite its beauty, the art is seldom appreciated for the simple reason that it hangs in a darkened room—an unseen abstraction.
Like paintings meant to evoke emotion, appreciation and response, our schools contain stories of beauty, transformation and power that ought to drive parent and donor engagement. Stories that show how we embody our mission are beautiful, intricate and powerful, but when left untold, they are like artwork in darkened back rooms.
So how do we “turn the lights on”? How do we help donors and parents engage with our school with emotion, appreciation and response? We do so in the same way that Jesus did: through storytelling. Lost sheep, hidden coins, a helpful Samaritan, and a father with a prodigal plodding reluctantly home—these are relatable and powerful ways to embody truth and elicit response.
Through effective storytelling, we boost engagement in our schools: donors and parents understand and become excited by the mission and step into it with enrolment and giving. Beyond this, when we tell stories of Spirit-driven impact and transformation, we “proclaim the praiseworthy works of the Lord” (Ps 78:4). Both—community engagement and proclamation of God’s glory in our schools—are important steps towards flourishing.
So how do we “turn the lights on” to the incredible beauty that is God’s artwork in Christian schools? Here are a few ideas.
Start by appointing, officially or unofficially, someone on staff to be the school’s chief storyteller. During my first week on the job, I walked the campus with the board chair, an incredible storyteller, and she encouraged me to see my role through this lens. As we walked the hallways, she told story after story about the transformed lives at our school over the decades. It was an emotional, inspiring experience. I could see where I fit into being part of God’s work, and it excited me. I could see how stories would help volunteers, donors, and corporate partners feel the same way and want to be part of it, too.
Your school’s most compelling stories are the ones that illustrate how you live out your mission and vision statements. Hone in on each keyword or concept. If your mission or vision statement talks about service, show how monthly visits to a local care home impact both the giver and the receiver. If your statements talk about deepening faith, show how student-led worship boosts engagement with primary students.
Give incentives to motivate your staff to memorize your mission statement. Also, train them to shape their 30-second “elevator pitch,” so when they’re asked about where they work they will respond with a story about a transformed life, a mission-soaked story.
Staff see and hear inspirational stories about students daily, but these often don’t reach the classroom door. Consider setting aside time in each monthly staff meeting or weekly division meeting/collaboration time to share an impact story. Watch how these stories encourage staff, renew their calling to God’s purpose, and give them memorable messages to relay to friends and neighbours.
Listen for student voices. Look for areas in the curriculum where students discuss their learning and growth. Ask teachers to pass along transformation stories. A donor who works in the trades might light up when hearing about how a struggling student began to flourish in the robotics program the donor’s company supported.
Invite alumni to speak at school events about how their alma mater shaped character, formed a foundation of faith and led to a bright future. Alumni stories are also reminders that grade 12 graduates are not “finished products,” perfect and complete. God is faithful and continually active in alumni lives, even when we can’t see it. Passing along this good news glorifies God and reframes our school’s story within the larger story.
As you consider where to share your stories most effectively, consider your audience on each medium. Keep school announcements limited to internal channels such as all-school newsletters and private parent Facebook groups so you don’t clutter your external channels with topics irrelevant to donors, alumni, and prospective parents.
Mission-related stories shine on your website, blog, social media, and e-mail. There’s also a time and a place for print, which enables long-form storytelling and has inherent staying power: it doesn’t disappear when a screen shuts off.
Video effectively evokes emotion and inspiration when used in recruitment, financial appeals, and impact sharing. If the budget is tight, seek out a corporate partnership or ask someone you know working in the field to consider doing pro bono work.
Be sensitive to students, staff and families about what stories you tell. It may be hard for someone who shares a deeply personal story to remain anonymous if your school community is small. Some parents don’t give consent for their child’s image to be used in media. Double-check your “no media” list before publishing photos of students. Your sensitivity will go a long way in building trust as you gather stories.
Share honest, authentic stories no matter who you enlist to do the mission storytelling and which channels you use. They need not be perfectly polished. Tell them in a way that reflects your community and its values. Let them be the light on the art that is God’s beautiful work of impact on your students and families, the invitation that draws others closer to your school’s mission through enrolment, volunteering and giving.
Jamie Moore
Development Director, Nanaimo Christian School & SCSBC Advancement Associate
Tom Grasmeyer
Director of Advancement, Bulkley Valley Christian School & SCSBC Advancement Associate
