Running a Private School
It's late spring, early summer 2020. If you are the head or owner of a private K-12 school, you are coping with the aftermath of the COVID-19 pandemic of 2020. Academic year 2019-2020 was going so well until everything stopped in March. You sent students home. You sent teachers home. In a matter of hours, your in-person classroom instruction became online instruction. Your old way of doing things was predictable and full of cherished traditions that made your school what it was. Your brand had dozens of metrics that proved to potential families that your school was worth the fees you charged. Your mission to educate the whole child that depended on personal interaction and watchful supervision was rarely questioned. Your brand and your mission have not changed. But the way you deliver them has most definitely changed. So, how does a school like yours survive the aftermath of this terrible pandemic? By living in the moment with a cautious, clear vision to the future.
In this video, a doctor explains what COVID-19 is.
On March 1, 2020, the Coronavirus or COVID-19, as it is named, has begun spreading worldwide. In the opinion of most reliable news reports, it is only a matter of time before the virus spreads widely here in the United States.
I am writing this article with small to medium size private schools in mind. Larger schools will have health professionals on staff or on call. For a variety of reasons, mainly financial, small schools won't have these health resources readily available on site.
I am not a health expert. What I have done here is to gather all the information I can from trusted sources such as the World Health Organization to help you cope with the virus. I strongly recommend that you monitor your state and local government's recommendations and advice, as well as information from the Centers for Disease Control and Prevention.
Suggestions for families
A small private school typically has a small staff that handles financial, marketing, and other essential administrative tasks. In larger schools, departments with several staff members handle these tasks. In a small private schools, the administrative team wears many hats and handles all the administrative tasks. This article aggregates all the articles I have written about running a small private school. Use it as a handbook and a reminder of things you should look at from time to time.
We identify changes in The Tax Cuts and Jobs Act of 2017, which impact not-for-profit private schools. Work with your tax professional and accountant to ensure that you comply the Act's requirements.
This video discusses the impact of the Tax Act of 2017 on non-profit organizations.
Not filling all the seats is a challenge for many schools. Jason How offers some answers to common enrollment questions. Be aware of population and demographic trends in your market area. Offer the curricula and high standard of teaching which parents demand.
Attorney Sara Goldsmith Schwartz answers my questions and provides some general guidance regarding best practices for enrollment agreements. Consult with your attorney to write an enrollment agreement that serves your school's interests.
Part of a trustee's job is to ensure that your school has sound business practices. Employee fraud occurs all the time. Here's
Raising money to benefit your private school is something as omnipresent as the four walls of your office. It's always there. It never goes away. Even schools which have large endowments seem to be constantly raising money. They can usually afford to hire Development Directors and can count on a couple of generous alumni to prime the pump for their multi-million dollars capital campaign. But what about small schools which desperately need money over and above what they can raise through tuition and fees? This article is for those schools. Hopefully, it will encourage you to see fundraising the way large schools do.
I have based these tips, suggestions, and strategies on over thirty-five years as a church musician. I was always raising money for one project or another. Finding the money to purchase a new pipe organ ($100,000) or raising money for a choir trip to England ($50,000) were major challenges for me back in the 80s. Now that I am semi-retired, I am the social media director and digital content creator for a small classical music radio station. The station's entire operating budget is listener-supported and raised through 2 major fund drives and constant messaging. We have been doing that for over 40 years. You've heard your local NPR station hold on-air fund drives, haven't you? That's what we do too. My point is that I understand the challenges which you are facing raising money for your small school.
This video from SalesForce offers strategies for fundraising
I was an early adopter of social media so I can tell you that the growth of the genre which I have witnessed has been remarkable. The instant communications and universal accessibility of social media have powered revolutions around the world as you and I both know. Sadly, social media has been manipulated and abused by governments and political movements who seek to undermine and destroy institutions.
For the purposes of this article, we shall set aside those negative aspects of social media and look at ways in which your small to medium-sized private school can use social media to make families past, present, and future aware of your school. If your school has the budget for professional social media curators and a fully-integrated marketing program, you are all set. However, if you have limited resources for marketing your school and are not certain how to proceed, I have written this article with your school in mind.
Before we look at some suggestions for using social media, I want you to set aside any misconceptions which you might have about social media. I run into people all the time who say "I don't use Facebook." "I can't be bothered with Twitter." "YouTube is a waste of time." Interestingly enough, they never seem to mention Instagram or LinkedIn which are popular with millennials and the business community respectively. Social media is essentially an electronic form of socializing. Years ago we sent postcards to our friends and family when we traveled. We even