Running a Private School

Get help and guidance on running a private school. Find guidance and resources related to administration, fundraising and marketing. Explore strategic plan development, creative fundraising ideas and the latest technology uses in marketing.

View the most popular articles in Running a Private School:

Remarketing Your School

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Remarketing Your School
Digital marketing is effective and fairly straight-forward to implement. Here is an overview of remarketing, an important component of any state-of-the-art marketing program.

Marketing a private school is one of the tasks which can be daunting for school administrators of the small to medium-sized school. That is mainly because most heads of school have as their principal duty raising money. That responsibility is a full-time job by itself. Naturally, heads of school have a host of administrative duties as well. Moving down the organization chart, private school business managers have to keep the books balanced, manage the cash flow and deal with the overall management of the physical plant. Academic deans manage the teachers and what happens in the classroom. As a result, the admissions office ends up with the marketing brief, such as it is, in smaller schools. Most of the time marketing in the small school consists of making sure the website is updated, regular posts to the social media pages are done, and an admissions catalog is produced annually.

This state of affairs contrasts sharply with large private schools which can afford to hire the professional marketing staff needed to promote their schools effectively.

What is remarketing?

So, I can just imagine you reading this and thinking that you barely have time to market your school, much less remarket it. Anyway, what exactly is remarketing?

You and I are targets of companies' remarketing efforts every time we surf the web. For example, I was looking at bread machines the other day. After I left Amazon, I went to The Guardian to check the

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Understanding Enrollment Agreements

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Understanding Enrollment Agreements
Attorney Sara Goldsmith Schwartz answers my questions and provides some general guidance regarding best practices for enrollment agreements.

Editor's note:

I asked Attorney Sara Goldsmith Schwartz, whose "practice is focused on the critical issues facing school administrators and leadership," to answer my questions and provide some general guidance regarding best practices for enrollment agreements. This article is intended for the information of owners, administrators, and trustees of small to medium size private schools. ~ Rob Kennedy

The relationship between parents, students, and the school is determined by contract law. Can you tell us what that means?

The relationship between parents, students, and the school is based on a lot of documents, including the student/parent handbook, the code of conduct, the enrollment agreement, and more. The enrollment agreement, however, is the only legal contract, and it memorializes the relationship between the parents, students, and the school, binding the parties to the terms and conditions laid out in the agreement. The agreement assists schools in collecting tuition and fees in cases of non-payment and in assessing late fees in cases of late payment. However, a comprehensive agreement addresses far more than tuition and fees.

This short clip explains why contracts are important legal documents.

How can a professionally written enrollment agreement prevent litigation in the future?

A properly drafted enrollment agreement is a cornerstone of a school’s risk management strategy. For instance, it can help deter parents from bringing claims against the school, as well as help the

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The E.E. Ford Foundation: An Inspiration For 21st Century Benefactors

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The E.E. Ford Foundation: An Inspiration For 21st Century Benefactors
We take a look at the enormous impact a private foundation can have on education.

Editor's Note: I asked John Gulla, the Executive Director of the E.E. Ford Foundation to answer some questions about the Foundation's work specifically, and independent school philanthropy in general. I am grateful to him for his thoughtful responses. Rob Kennedy

John Gulla, Executive Director, E.E. Ford Foundation

Preamble

JG: One does not have to read Thomas Piketty's Capital in the 21st Century, though I do strongly recommend it, to understand the challenges of late-stage capitalism and the concentration of wealth. Half of the world's wealth is now controlled by less than 1% of the population. Put another way, the wealth of the top 1% equals the wealth of the other 99%. Viewed slightly differently, fewer than 100 individuals own as much as the poorest half of the world's population. This is not the place for a discussion of how this has come about or the challenges it represents, but I think that the data provide a prima facie case for the increasing role of Private Foundations in the years ahead.

RK: What was Edward E. Ford hoping to accomplish by establishing his foundation?

JG: The current mission of the Foundation is to "strengthen and support independent secondary schools and to challenge and inspire them to leverage their unique talents, expertise and resources to advance teaching and learning throughout this country by supporting and disseminating best practice, by supporting

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Interviewing the Over-prepared Teacher Applicant

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Interviewing the Over-prepared Teacher Applicant
Some applicants can fool you when they interview. Here is some advice on how to prevent that while at the same time keeping the interview process simple and efficient.

I have been interviewing applicants for employment for many years now. I used to be fooled by a certain type of applicant who presented extremely well at the interview. Unfortunately, a few months after hiring the applicant, things did not go as well as we had hoped. With my experiences in mind and knowing that many of you are operating your schools with very small staffs and also knowing that you do not interview many teachers in any given year, let's look at a couple of simple ways which will protect you from hiring a teacher who is not a good fit for your school.

How not to be fooled

"First impressions matter. Experts say we size up new people in somewhere between 30 seconds and two minutes." Elliott Abrams

I agree wholeheartedly with Elliott Abrams. You and I are accustomed to sizing people up in a very short time. Essentially we are using the same skill set which we use in the classroom. As we teach, we are constantly assessing how our students are absorbing and understanding the material, right? We have honed that skill set very finely. So bring it into play when you first meet an applicant.

This short video offers some useful tips on interviewing candidates.

Trust your instincts

You have to trust your instincts and your experience when you are interviewing teachers for your school. I put that

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How Sustainable is Your School?

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How Sustainable is Your School?
How sustainable is your school and its business model? We examine some of the elements of a sustainable school.

How sustainable is your school? This article is written with small to medium-sized schools in mind. Larger schools can plan and use professional resources of all kinds to ensure their sustainability for the future. On the other hand, small schools typically have limited resources, to begin with. So with this in mind, I want to look at three aspects of how your school runs and offer some suggestions as to how we can ensure it will run for many years to come. In other words, let's ensure that your school is sustainable and will continue to be sustainable for many more years.

We are going to look at two types of day schools: for-profit schools and not-for-profit schools. A large number of primary schools are what we would describe as for-profit schools. These are the kinds of schools that a well-intentioned, visionary educator has established because she believes in a certain teaching style and wants to reach a certain clientele in her local area. I use the description of well-intentioned advisedly because many of these wonderful people have great pedagogical ideas but lack the business experience to make their school an ongoing reality. Here are some practical steps that the owner of a small primary school should take to ensure that her school stays viable.

Develop a business plan.

When you started your school, you knew that it was not enough to think that you could budget for, say, 50 students and charge tuition at the market rate,

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Running a Private School

FUND-RAISING
Private schools often need to be creative when it comes to funding. This section provides tools, tips and resources on fundraising. Learn more about supporting your school, how to handle major gifts, and why keeping in touch with graduates can benefit your budget.
Raising Money for Your School
Raising Money for Your School
Major Gifts to Private Schools
Major Gifts to Private Schools
How To Raise Money For Your School
How To Raise Money For Your School