Running a Private School
Editor's note: I asked Jason How, a professional enrollment strategist and Managing Director of Agency J, to answer some of my questions about achieving enrollment targets and other related matters. ~Rob
1. My school's enrollment is declining. I can't afford a marketing professional. What should I do?
It’s important to understand what a school means when it says that it can’t afford a marketing professional. Here are some guiding questions:
- Does it mean that they don’t have an in-house marketing person?
- Does it mean that they can’t afford to hire an extra pair of hands?
- If it can’t afford to hire outside help, is it because the administration made certain assumptions about the cost of hiring a marketing professional?
Once we understand what the school means, the next thing is to get clarity on the main reason why their school’s enrollment is declining. Each reason has its own solution. Reasons include:
- Declining student age population within the geographical region.
- Growing competition due to:
- New schools popping up in the area.
- Existing schools expanding aggressively.
- Deteriorating ratings and feedback about the school’s programs, leading to a rise in negative reviews and word-of-mouth, which discourage others from attending the school (true story).
- Over-reliance on a single marketing and enrollment source.
It’s important to get clarity on the main reason for the decline because marketing is not a magic pill that can make every issue go away.
If a school has a good reputation but happens to be located in an area where there are fewer student-age population, there is not much marketing can
I am assuming that your school is well-known within your local community. But what about beyond that community? Are you visible to families looking for a school like yours? How will they know that your school fits their specific requirements? Well, there are several things you can do to reach that critical pool of families and potential students.
The Invisible Stuff
SEO or Search Engine Optimization is a mystery to the uninitiated. It is one of those arcane sciences that webmasters everywhere have to be aware of. Unfortunately, the mention of SEO for the rest of us prompts most of us to start reading email and texting friends. It's all so technical. The truth is that good SEO can enhance your marketing efforts. It can make your school more visible to the audience which you are trying to reach. Weak or non-existent SEO will bury your site so that it is practically invisible. So, ignore SEO at your peril. At the least get your arms around the basics so that you can supervise your web management and design team authoritatively.
What is Search Engine Optimization? In its simplest terms, SEO is making sure that your site's meta tags and content are optimized so that parents and students can find your site easily when they type specific words into a search engine. For example, if you ask Google to show results for the words "private schools," it will oblige with millions of sites which have something to do with "private
The Tax Cuts and Jobs Act of 2017 made many changes which impact charities and not-for-profit organizations such as private schools. Large private schools have expert tax advice at their disposal, as well they should. However, small private schools may not have a fulltime accountant on their staff. The point of this article is to encourage the administrators and trustees of small schools to discuss The Tax Cuts and Jobs Act of 2017 with tax and legal professionals at their earliest opportunity. These small schools need to understand what impact the new tax code has on their operations.
Here then are five items which I offer as talking points for your discussions.
1. The Impact On Charitable Giving
The Tax Cuts and Jobs Act – What Nonprofits Need to Know by Sandra Cyr in Philanthropy Journal News offers some insight into how the Tax Act might impact charitable giving. I use the verb "might" advisedly, because it is too soon as of this writing in July 2018 to know what the real impact on charitable giving will be. We will have a better idea about that in the spring of 2019. In the meantime, I suggest that you discuss giving with your board and try to develop a realistic plan. Don't assume that giving will stay the way it has been. Assume that it will change and be prepared for that change.
2. Doubling Of The Standard Deduction
The major change which impacts not-for-profits is
Years ago I ran a small private school with 110 students in grades 9-11. I know how many demands consume a busy administrator's attention and time. I also know firsthand how difficult it is to get the owner of a private school to spend money on even the most critical items. With that in mind, I offer the following talking points for the small private school owner and her board of trustees.
How exposed is your school?
When I asked the question which is the title of this article, I had in mind your exposure on three fronts:
- IT infrastructure
- Public relations
I am not going to scare you off with a lot of tech-speak as far as your IT infrastructure is concerned. But I will highly recommend that you hire an IT expert to review your school's IT infrastructure and make recommendations. By recommending this approach, I am being a practical business person. Let's say your IT backend crashes, and you lose all your student and business data. And you have no resumption of business plan or data backups in place. You will have a tough time making an insurance claim as well as getting your school back up and running.
An impartial IT consultant will confirm that your technology infrastructure has kept up with the times. Sadly, many organizations are still running Windows XP for which support ended in 2014. Those Windows XP computers are easy targets for hackers.
You cannot treat technology like a whiteboard.
A tragedy like Newtown or Parkland could never happen in a private school, right? I certainly hope that it never does, but there are no guarantees, are there? There are so many variables to consider in all of the mass shootings which have occurred since the Columbine attack in 1999 that it would be foolish to say that such events could not happen in a private school. Statistically, the odds of such an event are low. However, when it comes to the safety of our children, it is simply unacceptable to gamble. We as parents and school administrators must take steps to prevent disaster from occurring on our watch.
Equally unforeseen are natural disasters such as tornadoes, flooding, and earthquakes. Granted, certain regions of the country are more prone to these events than others. But you only have to read the news reports to realize that things can and do happen when and where you least expect them to.
So, against this gloomy backdrop let's look at what private schools can do to protect their communities.
As I researched this article, I was impressed by the number of organizations which my search string "emergency response policy and procedure for schools" produced. You will find plenty of relevant and useful reading when you use a search string with a narrow focus.
As Benjamin Franklin wisely noted, "A pound of prevention is worth a pound of cure." While Franklin was referring to fire prevention, his