What is not so commonly associated with a school’s development, however, is what it is doing for the development of its community while it provides internally. What a well-intended, community driven program does for its community can, in itself, be just as much if not more beneficial to the school as endless hours pursuing charitable foundations and calculating costs and risks. The LIFE Literacy Program is such a program.

Since its inception, Holy Cross High School has received a great deal of attention. While the program’s book drive continues to be productive and Holy Cross students sign up as Holy Cross Ambassadors, for the purpose of serving as youth mentors for the reading portion of LIFE, many beyond the immediate Holy Cross community have taken notice of the school and its continued interest in the community. From the development perspective, this kind of attention is invaluable because it focuses on what those unfamiliar with the school need to come to realize as the school prepares to forever alter education on the West Side of San Antonio - Holy Cross isn’t just about Holy Cross; the philosophy spans to every boundary.

The LIFE Literacy Program is the kind of initiative San Antonio business supports. It is supported and appreciated because most in the San Antonio community understand the necessity for worthwhile youth programs. And because the LIFE program has the potential to be so worthwhile to the children of the West Side of San Antonio, Holy Cross has recently been the recipient of quality radio, newspaper and television time.

So attracted to the school’s desire to offer literacy aid to the children of the West Side community, Alyce Ian of KZEP Radio has taken a lead role in promoting the 5K Run/Walk, including unlimited Public Service Announcements and offering appearances on the station’s Sunday morning community service show, all in support of the 5K Run/Walk which officially kicks off the program.

Already the LIFE program has received published recognition from the local press. Both the Today’s Catholic newspaper and the San Antonio Express News have applauded the efforts of the program. Due to this exposure, the development office received numerous calls from readers of both papers desiring to donate books and become involved in the program.

The television medium is not without interest. Already CTSA’s television show “City Spirit: City Year” has recognized Holy Cross High School and the LIFE program as “...a force for service and volunteerism in San Antonio...a shining example of what the ideals of volunteerism are all about.”

So intrigued with the possible results of the LIFE program, George Whitchurch, General Manager for Fiesta Lincoln Mercury Dodge, sent Paul Alexander, his Public Relations Director, and a film crew to Holy Cross to produce a commercial promoting the school’s efforts. The commercial, which aired for two weeks, proved quite beneficial for both the school and program. Many calls were made to the development office from the San Antonio community, praising the efforts of the Holy Cross students.

While grant writing, strategic planning and discussions with architects remain at the forefront of the development office, it’s encouraging to know that while the San Antonio business community supports the growth initiative in education, much like the development of the new Holy Cross campus, they consider just as important the welfare of the children it includes. Combined philosophies such as this can only make for a more productive San Antonio.