When tracing the history of the National Catholic Educational Association (NCEA), there is a long-standing relationship with sponsors. It is a relationship based on the premise that the work of NCEA needs both moral and financial support. Sponsors who opt to align with NCEA are fully aware of the commitment that is needed as a sponsor; a sponsor provides financial support in exchange for marketing opportunities. But when does a corporate sponsor transform into a corporate partner? Is there a difference? If so, what makes the difference?
As a member of NCEA since 1965, I have experienced the influence of sponsors from both sides. First, as a secondary teacher and principal with the Archdiocese of Philadelphia, then as a superintendent of Catholic schools for the Archdiocese of Baltimore and now as national director for private school partnerships for Catapult Learning.
In my early stages in Catholic education, admittedly, there really was no in-depth professional association with the sponsor. At the time, at least in my mind, there was a psychological demarcation that seemingly separated us. The sponsor was part of the business venture that happened to sell useful wares of an educational bent; however, there was no profound relationship that bound us together by mission. As a teacher and principal, I was looking for “giveaways” that the sponsors provide at their booths at the Convention. As a superintendent, my interest expanded to which sponsors might be willing to support a luncheon or an archdiocesan event. I recognized that some products and services would have a positive impact on teaching and learning, but my concept of a relationship with the sponsor was myopic. I felt that their only intent was “to sell,” which by virtue of their business is to be expected. I rationalized that a sponsor willingly gave financial support, but within that role there is a quid pro quo intent of seeking a promotional benefit for whatever product or service is being rendered. There is nothing nefarious about this, and it is certainly within the realm of accepted business practice.
But as with all transitions, there is an evolution of perspective. Now, as part of the Catapult Learning team, I have a different viewpoint. Now, I see the full scope of a sponsor’s relationship with NCEA as a national organization and especially with its local membership throughout the country. This perspective has been advanced and nurtured by NCEA itself. For the past several years, both the past and present leadership have made it a distinct priority to promote the concept that sponsors are to be seen and welcomed as “corporate partners,” which means far more than just financial supporters. In fact, when referring to the relationship with today’s supportive sponsors, NCEA’s mantra is “We Thrive in Partnership…” It is that one word, “partnership,” that has changed the whole dynamic of how we relate and interact both nationally and locally, and the operative thought in that partnership is, “we thrive.”
NCEA and NCEA corporate partners both thrive in so many aspects. Being a partner conveys a deeper kind of relationship that is mutually inclusive. As part of its mission, NCEA provides its stakeholders with “professional development, data, public policy and resources to support faith and intellectual formation,” which in turn impacts the quality of Catholic education delivered to the students. To fulfill this mission, NCEA welcomes those sponsors who provide the products and services that will assist in reaching those goals. The sponsor, now seen as a partner, becomes aware that there is a deeper connection when it aligns itself with NCEA. Moreover, it also acknowledges its responsibility to the integrity of maintaining that relationship.
A successful partnership is rooted in a shared understanding where both parties work together to identify agreed-upon goals and objectives. When sponsors agree to partner with NCEA, their role takes on added dimensions; they now not only offer a significant financial contribution to the organization but more importantly, they accept their part in advancing the mission and vision of NCEA with the goods and services they provide. Such a partnership has a collegial rapport built on trust, where both parties fulfill their commitments and work toward the common good. This working relationship allows for a free flow of honest dialog where both the national organization and the corporate partners can improve on delivering quality products and services to the membership. For the corporate partners, it enhances and strengthens the connection with NCEA. By taking on the responsibility of a partner, there is a more rooted investment in wanting to see both the national organization and all members succeed, thus reinforcing NCEA’s belief, “We Thrive in Partnership…” NCEA provides a supportive network to its membership by translating those needs to the corporate partners.
Finally, as a representative of Catapult Learning, a corporate partner, and with the knowledge that other corporate partners resonate the same feeling, we stand together in supporting this partnership. There is an understanding that by the very nature of a corporate partner’s business, it is proprietary. However, being proprietary does not diminish the authentic desire to be part of a mission that is committed to providing those means that assist both Catholic school educators and their students in the pursuit of excellence.
Dr. Ronald J. Valenti is the national director for private school partnerships at Catapult Learning and former superintendent of Catholic schools for the Archdiocese of Baltimore and previously was a teacher and principal in the Archdiocese of Philadelphia.
Dr. Ronald J. Valentiinfo@catapultlearning.com