Changing the Communal Culture


In 2008, when the High School Affordability Initiative began, none of the five high schools had endowments and the majority of middle income families, as defined by the initiative, were not being considered for financial aid. The data BJE was able to provide to define middle income families in need of financial assistance, together with the marketing messaging and materials proved compelling to the community and began to shift the culture of families applying for and being considered for tuition assistance. However, changing the culture towards endowment development proved to be much more difficult and time consuming.