04.15.94

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t eanco VOL. 38, NO. 15

Friday, April 15, 19941

FALL RIVER, MASS.

FALL RIVER DIOCESAN NEWSPAPER. FOR SOUTHEAST MASSACHUSETTS CAPE COD & THE ISLANDS Southeastern Massachusetts' Largest Weekly

SII Per Year

Mass opens Catholic Charities Appeal

SMALL WORLD: Grade-schoolers from the diocese of Orange, Calif., welcome Catholic educators to the National Catholic Educational Association's 90th anniversary convention in Anaheim with a rendition of "It's a Small World." (CNS photo)

Diocese a1.nong beneficiaries

School marketing deemed success at N CEA convention with CNS reports Schools in the Fall River diocese, as well as the dioceses of Orange, Calif., Charlotte, NC, and archdioceses of Washington and San Antonio, wefi~ cited at the April 4-7 National Educational Association Convention as top beneficiaries of the NCEA's nationwide marketing campaign for Catholic schools. NCEA official Frank' Savage credited the campaign for two years of increasing Catholic school enrollment: a 9,000 nationwide increase for the 1993-·94 school year and a 16,000 increase for 1992-93. The current Catholic school population is 2.6 million, based on reports to the NCEA from dioceses. This year's convention held in Anaheim, Calif., and themed "U nity in Diversity: Embracing the Challenge," marked the NCEA's 90th anniversary. More than 12,000 educators took part in at least one day of the annual meeting, including Rev. Richard W. Beaulieu, dire<:tor of the Diocesan Department of Education; Sister Eugenia Brady, SJC; associate director of religious education; and about 25 diocesan teachers and principals. At the convention, the NCEA unveiled the mark(:ting campaign's new slogan, "Catholic Schools: Schools You Can Believe In," and discussed future marketing strategies. Previously an "in-house" effort, the campaign will now be

aimed beyond Catholic students and their parents, said Mercy Sister Lourdes Sheeh;m, secretary of the tJ .S. Catholic Conference Department of Education. Savage said that the slogan, buttressed by the stylized image of a child running with a book, will be for Catholic education what the "golden arches" are for McDonald's, an instantly-recognized logo. The million-dollar campaign is financed at least in part by the sale of marketing kit$ plus T-shirts, buttons and similar items bearing the logo. So many sales were rung up from the 1993-94 Catholic Schools Week in January that a modest surplus is expected, said Sister Sheehan. That surplus will be directed into the 1994-95 marketing campaign. Schools in the Fall River diocese have been be'nefiting for over a decade from the marketing campaign's strategies for fundraising, school promotion and recruitment of students, said Father Beaulieu. Implementation of marketing began in the early 1980s with the Capital Campaign for Coyle and Cassidy High School, Taunton, and "by 1985 all four ,diocesan high schools had development and marketing people in place," he said. Between 1988 and 1990 the. strategies were introduced to the elementary schools as well, so that

all principals are now involved in the campaign on some level. Marketing, Father Beaulieu said, in'volves "telling our story" to promote the positive aspects of Catholic schools. "We tell our stories very well in parishes. But marketing goes beyond the parish bulletin to get the information to the wider community." Regional marketing of diocesan schools has included supplements in local newspapers as well as TV and radio spots, he said., Success can be measured in the steady rise in elementary school enrollment, which in turn anticipates a future rise in the currently stable high school enrollment. Toward that end, "there has been a real effort to coordinate curriculum" among elementary schools so students going on to the same Catholic high school will have the same academic background. Success can also be measured in the pending opening of two new Catholic elementary schools on Cape Cod, which have received inquiries from parents whose children will not be old enough to, enroll for several years, said Father Beaulieu. Unity in Diversity Addressing the conference's theme, Bishop Wilson D. Gregory of Belleville, Ill., said that creating unity ami~, diversity "is not an easy endeavor. Turn to Page II

For the first time in its 53-year history, the annual Catholic Charities Appeal was launched with a liturgy Wednesday night at St. Mary's Cathedral, Fall River. Priests representing the diocese's '112 parishes concelebrated the Mass with Bishop Sean P. O'Malley, OFM Cap. Hundreds of dedicated laypersons joined the clergy in the faith witness to the special care and concern provided in the many crucial services funded by the Appeal. Focusing on this year's CCA ,theme, "God Calls Us to Sacrifice and Generosity," the liturgy emphasized the spiritual call that all the faithful have to care for those served by the apostolates which depend on the Appeal. John P. Urban of Christ the King parish, Mashpee, lay chairman of the Appeal, addressed the assembly at the end of the Mass, which will be broadcast on WLNETV Channel6 8 to 9 a. m. May I. Distribution of funds from the 1993 Catholic Charities Appeal is detailed on page 3. Special Gifts Special Gifts, the first phase of the Appeal, begins on Monday, April 18. Over 250 volunteer Special Gifts solicitors will make over

3000 visits to professional, fraternal, business and industrial organizations throughout Southeastern Massachusetts.' All are serving at' the invitation of Bishop Sean P. O'Malley. "I thank the Special Gifts volunteer solicitors on behalf of Bishop O'Malley for their willingness to launch this year's Special Gift Phase of the Appeal," Urban said. "I ask that all contacts be made starting April 19. The solicitors are to make their returns to their respective area directors as soon as they have been received. The final date of this phase is April 30." Rev. Daniel L. Freitas, Diocesan Director of the Appeal, urged the professional, fraternal, business and industrial groups to continue their generosity in an increased measure this year because the needs are greater than ever. He noted that services provided by the apostolates and ministries of the diocese are for the benefit of all who live in the area. The theme of this year's Appeal reflects the work of the 52 previous Appeals, in which diocesans have generously shared their time and made material sacrifices for the benefit of those in need, he said, adding that the Appeal is the only hope of many in need throughout Southeastern Massachusetts.

Sti1!te bishops oppose e1~pif.lnsion of gambling The Ma$$achusetts Catholic

Conjerenc.~iras issued the jol-

loWing statement, approved by the diocesan bishops oj Fall River, Worcester, Springfield and Boston, regarding expansio,noj gambling in the state. The expansion of the state's dependence upon gambling is a current and critical issue which we are compelled to address. We oppose the proposed expansion ()f gambling in the Commonwealth. Our C"lIrch sees gambling as so,methingneutraI, a legitimate recreatlo?alactivity when done ill 'P()d~l\~t,on ••. H()w.ever, we also see t~~t in gambling, there are •. dang~rs. and abuses that warrant~'gilanceandconcern.

We appreciate why the state is considering additional money from garhbling to fund services to peopk;. We acknowledge that many of our own educational and charitable programs have become dependent upon bingo and other games of chance. Our hope is that better stewardship will supplant dependency on these sources of revenue. Casillo/ riverboat gambling will raise gambling to a new level in our Commonwealth. In additiol1, it can also encourage addietiv~ gambling. The state should riot depend on gambling for resoflrces to pay for needed services: We ui'ge our state legislators to vote against these proposals.

+HisEminence B!,\rnar~ Cardinal Law Archbishop of Bost<in

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+MostRevere'nd lfimothy Harrington Bishop of Worcesteir +Most Reverend John M~rshall Bishop of Springfie~d

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