OUR IMPACT 2020-2021
GREETINGS As nearly everyone has proclaimed — 2020-2021 was a year unlike any other. While it disrupted our organization in unimaginable ways and significantly changed the member experience, it was also a period of significant innovation that would position
KEY HIGHLIGHTS §
Engaging Our Members
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Supporting Our Advisors
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Championing Our Chapters
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Strengthening Our Chartered Associations
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Propelling Our Organization Forward
our organization even better for the future. We quickly realized the support our chapter advisors and chartered association advisors would need throughout this unique year of remote, hybrid and in-person learning, and we responded promptly with new delivery methods, new programs and layers of support. The pandemic also challenged us to make significant progress on our strategic plan in an unprecedented quick timeframe with limited resources. Because of the foresight of our board of directors, our talented staff, our resilient advisors, our enthusiastic members and our generous partners, DECA is poised for a prosperous future. On behalf of the DECA Inc. staff, thank you for your commitment to DECA this past year.
FRANK PETERSON EXECUTIVE DIRECTOR DECA INC
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ABOUT DECA COMPREHENSIVE LEARNING PROGRAM
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OUR MISSION
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STRATEGIC DRIVERS PROGRAM OF STUDY
STRATEGIC PARTNERSHIPS
Review all dimensions of existing and potential programs spanning the spectrum from middle school through post-secondary.
Engage relevant stakeholders to create synergies that advance DECA’s mission and vision.
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Strengthen value proposition of DECA high school program.
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Develop and strengthen DECA collegiate program in alignment with member needs.
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Evaluate feasibility of middle school program and expand the collegiate program.
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Cultivate relevant industry partnerships to elevate DECA’s reach and impact. Effectively engage DECA alumni in communicating and demonstrating the value of DECA to prospective audiences. Leverage strategic partnerships to access and engage underserved populations.
RESOURCES AND SUPPORT
ORGANIZATION STRENGTH
Provide training, information and tools to support advisors at every level.
Enhance talent, technology and communication to support every dimension of DECA.
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Foster a chapter-centric philosophy at all levels of the organization. Optimize resources to ensure relevance and quality for all DECA audiences. Ensure support and consistency in the onboarding and training of DECA leaders.
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Explore and implement virtual delivery and engagement systems.
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Evaluate and update communications systems to ensure timeliness and relevance in all DECA communications.
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Cultivate staff and volunteer talent and capacity to deliver on organizational priorities. Align and strengthen volunteer leadership structures to advance the organization.
§ Adopted by DECA Inc. Board of Directors from July 1, 2019, to June 30, 2022.
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SUPPORTING EDUCATIONAL INITIATIVES
NATIONAL CURRICULUM STANDARDS
21ST CENTURY SKILLS GAP
ENTREPRENEURIAL MINDSET
Reinforce career and academic standards identified by business and industry
50% of graduates are not considered workforce ready by hiring managers
33% of employers are seeking entrepreneurship skills in new hires
FINANCIAL LITERACY
PROJECT MANAGEMENT
TEACHER RECRUITMENT, ENGAGEMENT, RETENTION
75% of students graduate unprepared to manage finances
97% of organizations believe project management is critical to business performance and success
81% of DECA advisors say that DECA makes teaching more meaningful and engaging
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AN EXPANSIVE NETWORK OF EMERGING LEADERS MEMBERSHIP BY THE NUMBERS
GENDER
152,000 3,400 TOTAL MEMBERS
TOTAL CHAPTERS
n Female
54.2%
n Male
44.5%
n Other
1.3%
n Hawaii n India n Indonesia n Japan n Korea n Ontario
n Poland n Puerto Rico n Saudi Arabia n Spain
MEMBERS n 7,500 - 10,000 n 5,000 - 7,500 n 2,500 - 5,000 n 1,000 - 2,500 n <1,000
DECA
Marketing
77.8%
Finance/Accounting
38.8%
Management/Administration
24.7%
Sports + Entertainment
18.5%
Hospitality
10.0%
Entrepreneurship
2.5%
COLLEGE MAJOR
RACE/ETHNICITY
n Alaska n Alberta n B.C. n China n Germany n Guam
BUSINESS COURSE TAKEN
DECA
National
Business/Management
45.1%
14.4%
Marketing/Advertising
21.8%
3.0%
Entrepreneurship
12.1%
3.2%
Economics
10.8%
1.9%
Finance
10.4%
1.5%
Accounting
8.1%
2.9%
Communications
3.7%
1.6%
Hospitality
2.6%
1.2%
DECA
National
n White/Caucasian
51.2%
n Latino/Hispanic
12.1%
n Asian
9.8%
n Black
8.5%
n Middle-Eastern
1.5%
n American Indian
0.6%
Business/Management
55.8%
18.5%
n Other
16.4%
Entrepreneurship
46.2%
18.4%
Marketing Communications
41.5%
7.9%
CAREER PLANS
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DYNAMIC IMPACT ON COLLEGE+CAREER SUCCESS 21ST CENTURY SKILLS
COLLEGE + CAREER PLANS
PREPARING THE NEXT GENERATION
98%
97%
73%
69%
92%
91%
of DECA members report they gained skills in problem solving.
of DECA members report they learned how to communicate thoughts and ideas.
of DECA members report that DECA has influenced their career plans.
of DECA members report that DECA has influenced their college plans.
of DECA members report that DECA experiences empowered them to become an effective leader.
of DECA members report that DECA experiences connected school to the real world for them.
86%
98%
91%
66%
82%
76%
of DECA members report they learned how to work as part of a team.
of DECA members report they gained skills to improve personal and professional behavior.
of DECA members report that participation in DECA prepared them academically for college and a career.
of DECA members have an increased desire to own a business.
of DECA members recognized the benefit and responsibility of community service.
of DECA members report they are more interested in attending school.
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NEXT LEVEL The 2020-2021 school year required everyone to go to the Next Level.
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ENGAGING OUR MEMBERS PROVIDING RELEVANT VIRTUAL EXPERIENCES FOR OUR MEMBERS § To encourage membership and engage our members in the fall, DECA Inc. hosted free with membership the Power 2020 Experience and Collegiate DECA Engage Conference. At least 10,000 members participated in the two events. § Fostering the spirit of a virtual community, DECA Inc. launched Collegiate DECA Connect to deliver programming on-demand and connect our members throughout the year. § DECA Inc. reimagined an all-new DECA Direct Online in March with new features for the classroom and a digital-first delivery. § Culminating the year, the DECA ICDC engaged more than 18,000 high school and college members through leadership sessions, competition including live finals and even a keynote by Marcus Lemonis.
When students work diligently on projects that they are proud of, they want to participate in the largest DECA event of the year. The virtual ICDC gave them that opportunity. My chapter bonded over prepping and taping their submissions and "attended" opening and closing sessions together — they loved it. I appreciate the effort that DECA Inc. put into maintaining student interest, even in extraordinary and challenging times. SHERRY SILER | ARKANSAS
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”
SUPPORTING OUR ADVISORS ASSISTING OUR ADVISORS WHO ADAPTED TO VIRTUAL, IN-PERSON OR HYBRID TEACHING § More than 1,436 DECA advisors participated in DECA Inc.’s first-ever Advisor Professional Learning Virtual Conference in early August, designed to provide resources for the unique year ahead. § DECA’s newly introduced Classroom Connection provided advisors with a weekly lesson plan and resources such as videos, digital classroom activities and seminars. With many on-demand videos, they were clutch for virtual learning. § The complete rollout of the Advisor Mentoring Network provided a formal program featuring a monthly curriculum to help on-board our new advisors while transferring knowledge from our experienced advisors.
Thank you to the entire DECA Inc. team working diligently to provide excellent professional learning and support for associations and local chapters in each respective location. The Advisor Professional Learning Virtual Conference was well executed! I am even more excited about returning back to school. KIMBERLY THOMAS | DELAWARE
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CHAMPIONING OUR CHAPTERS DEVELOPING THE LIFEBLOOD OF OUR MEMBERSHIP BY CREATING A CHAPTER-CENTRIC CULTURE § DECA Inc. offered our chapters incentives for activating their membership that not only rewarded the chapter but supported them by providing useful classroom and competition resources. § DECA Inc. developed extensive online resources to assist with recruitment of membership for Collegiate DECA. § DECA Inc. refined online resources to attract teachers to serve as an advisor and start a DECA chapter.
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STRENGTHENING OUR CHARTERED ASSOCIATIONS PROVIDING TRAINING AND SUPPORT TO OUR KEY ASSOCIATION LEADERS § The monthly Mastermind series was introduced to bring together our chartered association advisors for idea sharing, collaborating and taking action to solve common problems. § An Association Officer Playbook was released to provide consistent, relevant training for our student leaders, while also hosting a virtual Emerging Leader Summit for 228 chartered association officers. This playbook also provided an opportunity to create an association officer training continuum. § The Chartered Association Management Conference was held virtually in August. Prior to the year end and ahead of the new year, DECA Inc. hosted a virtual membership recovery summit in June to assist chartered associations with formulating plans to build membership in the new year.
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PROPELLING OUR ORGANIZATION FORWARD ENHANCING TALENT, TECHNOLOGY AND COMMUNICATION TO SUPPORT EVERY DIMENSION OF DECA. § The DECA Inc. Board of Directors charged the staff with assembling a Diversity, Equity, and Inclusion taskforce. This group, through the guidance of Dr. Val Wise and Wise Consulting is evaluating diversity, equity and inclusion within our organization. § DECA strategically modified its operations as a response to the ongoing pandemic caused by COVID-19 by enhancing remote work capabilities, closely monitoring the budget and controlling expenses, adjusting revenue models and receiving the Payroll Protection Program loans. In many cases, DECA Inc. staff implemented new processes to increase productivity and efficiencies, while enhancing the level of support and resources for all stakeholders and better positioning the organization for the future.
Throughout our history, DECA has built a brand around innovation. This past year posed many fiscal, social and economical impacts that have provided us the opportunity to re-evaluate the manners in which we prepare emerging leaders and entrepreneurs. This opportunity provided remarkable growth and expansion of key services, strengthening our core values and creating new, contemporary products to our student members. DECA programming remains strong, resilient and continues to be the flagship model for Career and Technical Education. JOHN STILES | MONTANA
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”
OUR ESTEEMED PARTNERS We thank our esteemed partners who supported our mission to prepare emerging leaders and entrepreneurs during this unprecedented time.
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CORPORATE+ASSOCIATION PARTNERS
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COLLEGE+UNIVERSITY PARTNERS
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FINANCIALS NEXT LEVEL
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FINANCIALS 2020-2021
SOURCES OF INCOME
DECA Inc. continues its strong financial standing with another successful year. Our combined net assets reached $9,533,139. This figure reports the value of DECA’s HQ building at the original (1976) cost, less depreciation, understating the building value and therefore the net assets by several million dollars. DECA Inc. has operated debt free for more than 35 years.
19%
23%
15%
SOURCES OF INCOME One of DECA’s tremendous financial strengths is the diversity of income sources, minimizing exposure to the risk of being forced to reduce services when a primary source of revenue is affected by conditions, such as the economy, that are beyond the control of the non-profit. DECA’s $5,396,781 operating revenue reflects the income sources from corporate support, membership dues, conferences, Shop DECA and other sources.
22% 21%
n Corporate Support
$1,249,400
n Membership Dues
41,203,142
n Conferences
$1,154,014
n Shop DECA n Other
$796,611 $993,614
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FINANCIALS 2020-2021
EXPENDITURES
EXPENDITURES The total expenses for fiscal year 2020-2021 were $4,593,307. Included in the expenses are gains or losses from long-term investments, which experienced an unrealized gain of $1,136,960 leaving a net income from operations of $803,474.
14%
51% 35%
n Educational Services
$2,365,102
n Management
$1,593,924
n Fundraising
$634,281
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FINANCIALS 2020-2021
CORPORATE SUPPORT
CORPORATE SUPPORT DECA’s business and education partnerships are one of the organization’s most significant strengths. Over 1.2 million dollars of partnership funds flow through DECA’s budgets to students and chapters in the form of scholarships, career promotion, special projects to support chapters and general support.
7% 8%
20%
65%
Our business partners provide significantly more support through in-kind activities and financial support directly to the associations and chapters that are not recognized in DECA Inc. financial records. n Special Projects
$819,750.00
n Promotion/Advertising
$245,150.00
n General Support
$96,000.00
n Scholarships/Awards
$88,500.00
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OUR LEADERSHIP NEXT LEVEL
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LEADERSHIP 2020-2021
BOARD OF DIRECTORS
DECA INC. STAFF
§ § § § § § § § § §
§ § § § § § § §
Mary Peres, President Scott Jones, President-Elect John Stiles, Secretary Shannon Aaron, Treasurer Lori Hairston, Member Donna McFadden, Member Steven Mitchell, Member Dave Wait, Member Mike Brown, National Advisory Board Chair Frank Peterson, Ex-Officio
§ § § § § § § § §
Cindy Allen, Director of Sponsorships Randi Bibiano, Competitive Events Specialist Arlisa Britt, Grants Program Coordinator Eliza Cody, Senior Executive Assistant Emily Colucci, Meetings Manager Rebecca Cox, Association Services Manager Shawna Hession, Graphic Designer Kristen Jones, Shop DECA Customer Service Representative Michael Mount, Director of Data Management Frank Peterson, Executive Director Diane Pruner, Grants Program Director Caitlin Roberts, Office Coordinator Danny Spors, Marketing Manager Debbie Taylor, Leadership Specialist Michelle Walker, Ph.D., Professional Learning Consultant Ernest Winston Shop DECA Warehouse Coordinator Christopher Young, CAE, Chief Program Officer
STUDENT EXECUTIVE OFFICERS HIGH SCHOOL DIVISION § § § § §
Catherine Horton, High School Division President Nate Jacobs, Central Region VP Ryan Rivera, North Atlantic Region VP Ramkishore Annachi, Southern Region VP Mattie Bradford, Western Region VP
COLLEGIATE DIVISION § § § § §
Gage Donovan, Collegiate DECA President Shawn Matthijetz, Collegiate DECA VP Caleb Nochumson, Collegiate DECA VP Hannah Smolicz, Collegiate DECA VP Zetella Walker Gooch, Collegiate DECA VP
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GET IN TOUCH (703) 860-5000 | www.deca.org
DECA Inc. is committed to creating and maintaining a healthy and respectful environment for all of our emerging leaders and entrepreneurs. Our philosophy is to ensure all members, regardless of race, color, religion, sex, national origin, age, disability, sexual orientation or socio-economic status, are treated equally and respectfully. Any behavior in the form of discrimination, harassment or bullying will not be tolerated. It is the responsibility of all members to uphold and contribute to this climate.