Full-pay Families

God’s Messenger for Private Schools: the Admission Office or the Faculty

Admission, Blog, Customer-centric, Faculty, Full-pay Families, Mission / Claude

A teacher, marker in hand, inspired by the divine, is empowering young minds preparing them to go out in the world and do good things. It’s a beautiful image, isn’t it? Now, pan over to the admission office, where they are trying extremely hard to find and recruit enough families who are willing to pay your high tuition, which, by the way, is coming from families discretionary funds. Not quite as celestial, is it? But here’s a thought that might just flip your world upside down: What if the admission office is the real divine messenger? Now, before you accuse me of blasphemy, hear me out. The Parable of the Drowning Man Let me tell you a story. There’s this guy, let’s call him Joe, caught in a flood. The water’s rising, but Joe’s not worried. “God will save me,” he says. A canoe comes by. Joe waves it off. A motorboat arrives. Joe says, “No thanks, God’s got this.” A helicopter drops a ladder. Joe yells, “God will provide!” Spoiler alert: Joe drowns. At the pearly gates, Joe asks God, “Why didn’t you save me?” God sighs, “I sent a canoe, a boat, and a helicopter. What more did you want?” Now, let’s bring this back to our schools. The Divine Inspiration Dilemma Many educators act and perhaps believe they’re divinely inspired. At the least they believe they don’t need parents telling them how to do their business. And who am I to argue? They work miracles with our kids as parents discovered during covid, when they had to teach them. It’s impressive stuff. But here’s the kicker: Schools are closing. The numbers are too high. The largest percentage? Parochial schools. Ouch! So, what gives? Have schools lost their divine mojo? Or are they pulling a Joe, ignoring the lifeboats God’s sending their way? Enter the Admission Office: God’s Undercover Agent? Here’s a radical thought: What if the admission office is God’s way of keeping schools afloat in these turbulent times? Think about it: They bring in the students (and the tuition). They’re the frontline in understanding what parents want. They’re constantly adapting to market changes. Sounds pretty miraculous to me. The Blasphemy of Listening? Now, I can hear the outcry: “But we can’t listen to parents! We’re the experts!” To which I say: Why not both? Remember, those parents you’re dismissing? They’re the ones funding your divine mission. Ignoring them is like telling God, “Thanks for the helicopter, but I’m waiting for somthing else.” The Marketing Miracle Here’s where marketing comes in. It’s not just about flashy brochures and catchy slogans. It’s about: Understanding your market (aka, the parents and students God’s sending your way when you listen to them) Communicating your value (that divine inspiration you’re so proud of) Adapting to changing needs (because even Jesus taught in parables or plain speech, depending on His audience) The Divine Coordination So, here’s the million-dollar question: Can educators’ divine inspiration coexist with the admission office’s market savvy? Absolutely. In fact, it must. Imagine a school where: Teachers are free to inspire Admission officers bring in the right students Parents feel heard and valued The mission thrives That’s not just a school. That’s a miracle. The Final Revelation So, the next time you’re tempted to not advance the work of the admission office, remember Joe. Don’t let your school drown waiting for a sign from above. The canoe is here. The motorboat is waiting. The helicopter is hovering. And that admission officer knocking on your door? They might just be the angel you’ve been praying for. Now, go forth and market. Your mission depends on it.

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Full-pay Families: How to Communicate Their Importance to Employees

Blog, Faculty, Full-pay Families, Marketing / Claude

As enrollment management professionals and marketing experts, one of the critical conversations you must navigate is about full-pay families. These families are not just another segment of your market; they are pivotal to the financial health and overall success of your institution. Let’s delve into why this group is essential and how to effectively communicate their importance to employees, senior leadership, and trustees. The Core of the Conversation: Why Full-Pay Families Matter When addressing your school’s employees and trustees, it’s vital to highlight why full-pay families are integral. These families significantly contribute to the quality of your programs, the student body, and, crucially, the financial stability of your institution. Without their full-pay tuition, their donations, and their affluence, school will be hard strapped to achieve their missions. Here’s how to frame your discussions: Set the Stage with Leadership: Secure time with your head of school to present to faculty, staff, and administrators. Use this platform to underscore the significance of full-pay families. Explain how their contributions are directly linked to the quality and continuity of school programs and salaries. Illustrate Financial Impacts: Partner with your chief financial officer to create compelling visual aids. These should compare scenarios with robust full-pay enrollment against those without. Highlight the tangible effects on programming and staff compensation. Forecast Tuition Trends: Present a projected tuition increase over the next decade. Most employees may not fully grasp the future financial landscape, and a bit of “sticker shock” can be a powerful motivator. This helps them empathize with the challenges faced in attracting full-pay families. Share the Hard Numbers: Be transparent with enrollment data. For instance, if you need to fill 35 full-pay spaces and have 75 applicants, make it clear that not all applicants are full-pay. Emphasize the gap and the difficulty in meeting enrollment goals with qualified full-pay students. Focus Trustees on Full-Pay Metrics: When engaging with trustees, keep their attention on the full-pay figures. If they get too fixated on overall numbers, they might overlook the specific challenges you face. Make sure they understand the necessity of targeted marketing initiatives. Address Misconceptions: Trustees often perceive enrollment issues as purely sales problems. Show them your strategic approach and how it aligns with attracting full-pay families. Demonstrate your understanding of the market and your comprehensive plan to reach your targets. Present a Financially Driven Plan: Have a well-thought-out plan ready. Show how additional funding can enhance recruitment efforts and what specific steps you would take with more resources. This preparation can significantly boost their confidence in your strategy. Highlight Consumer Satisfaction Data: Use data from full-pay families to showcase satisfaction levels. This keeps the focus on your primary target group and reinforces the importance of their continued support. Maintain Regular Updates: Don’t let this be a one-time conversation. Schedule periodic updates to share progress, address challenges, and highlight success stories of full-pay students. Continuous communication fosters a deeper understanding and ongoing support. Changing the Culture Remember, full-pay families are the lifeblood of most private schools. Their support is crucial in achieving your mission and maintaining the financial health necessary to sustain your institution. By strategically communicating their importance, you can align your school community towards a common goal—ensuring the long-term success and stability of your school.

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What’s Weakening Your School’s Brand?

Blog, Brand, Communications, Enrollment Manaagement, Full-pay Families, Marketing, Recruitment / Claude

Years ago, I found myself in a fascinating conversation with a colleague. We were discussing Peter Pan, and the topic of Tinker Bell came up. Do you remember that part where Tinker Bell starts to disappear because people stopped believing in her? It struck me that something similar happens in our schools—our brand begins to fade when the people within our community stop believing in it. The Internal Struggle During my years in enrollment management, I’ve seen firsthand how schools can inadvertently weaken their own brand. One day, I was chatting with a teacher who confessed that even if she had the means, she wouldn’t pay full tuition for her own child to attend the school. Even if she had the money? This teacher worked within the school, their children were enrolled, yet they didn’t see the value that justified the cost. They’d accept the education at a discount. When this person speaks with our prospective family, what level of passion about the educational experience are they conveying to them? High Expectations from Full-Pay Families Full-pay families have high expectations. Many come from communities with excellent public schools. I recall a meeting with a family who compared our school’s college placement list with that of their local public schools. They saw similar outcomes and so they were questioning the necessity of a private school education. Yes, at least they were giving us a shot at convincing them. This scenario isn’t unique; I’ve encountered it multiple times, and it always underscores the importance of a strong, believable brand. Building Belief For our schools to thrive, we need a brand that every faculty and staff member can rally behind. It can’t just be marketing fluff—it has to be a lived experience. I’ve found that the most successful schools are those where the brand is not just a tagline on a website but a shared belief echoed by everyone in the community, at least almost everyone in the community. Here’s how I’ve seen it done: Develop Brand Differentiators: It’s crucial to identify and develop what makes your school unique. This isn’t just about claiming you’re different—the value of these differentiators must be apparent to everyone. Create Disciples: Share the greatness of your brand with your entire school community. You want to create enthusiastic advocates. I remember the time we held a series of workshops just for our staff to immerse them in our school’s story and successes. The shift in energy and belief was palpable. They wanted the language to speak about the program and it secured their beliefs. Consistent Messaging: Use the right words and make sure they are heard and used consistently. I’ve seen schools transform when everyone, from the head of school to the janitor, speaks the same language about their brand. Reinforce Everywhere: Beyond verbal communication, make sure your brand is prominently featured in all materials—online, in admissions packets, and development brochures. I’ve personally worked on campaigns where a unified message across all platforms led to a noticeable increase in community engagement and enrollment. Why It Matters Reflecting on these experiences, it’s clear that if we don’t actively highlight and strengthen our brand, we risk seeing it fade like Tinker Bell. With rising tuition costs, maintaining a strong brand position is more crucial than ever. Otherwise, full-pay families will start to question the value of your school, and that’s a tough position to recover from. And who can afford to discount their tuition any further than we already do just to get someone to come like that one teacher. In essence, believe in your brand, share that belief passionately, and make it a part of every interaction. That’s how you keep your brand strong and your school thriving. This journey of building and nurturing belief isn’t just about enrollment numbers—it’s about creating a community that genuinely values and champions what your school stands for. And that’s a journey worth every step.

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The FAC Framework: Lessons Learned from My Journey in Enrollment Management

Administrators, Blog, Customer-centric, Enrollment Manaagement, FAC, Faculty, Full-pay Families / Claude

As I reflect on my 34-year journey in enrollment management, I find myself looking back at the lessons learned and the strategies that have made the most difference. One framework that has particularly resonated with me over the years is what I call the FAC Framework: Focus, Accountability, and Conflict. These three elements have been pivotal in navigating the complex world of independent schools, and today, I want to share how these concepts can transform your approach to enrollment and marketing. Finding Your North Star: The Power of Focus Early in my career, I encountered schools that struggled with a lack of Focus. I remember one school where the mission statement was proudly displayed on the wall, but it seemed more like a decorative relic than a guiding force. The faculty were passionate, but their efforts were scattered. It was a bit like a boat with a crew that was rowing in different directions—lots of energy but no real progress. From my experiences, I learned that Focus is about more than just having a mission statement. It’s about aligning every action and resource towards common goals. When I worked with schools that embraced a strong, shared vision, the results spoke for themselves. For instance, at one institution where we really zeroed in on our core mission, we saw a dramatic increase in student satisfaction and enrollment. Everyone was pulling in the same direction, and it made all the difference. My advice for you is to establish a clear, shared vision for your school. Ensure that the board, the head of school, and the entire team are not just aware of the mission but are actively working to support it. This alignment creates a sense of purpose that resonates with prospective families and builds a strong foundation for your school’s success. Keeping the Promise: The Role of Accountability Accountability was a lesson that took me a while to truly grasp. I recall a time when I assumed that if we had a great program, families would automatically see its value. But I learned that this assumption was flawed. Parents need tangible evidence that their investment is worth it. They are not just buying a product; they are investing in their child’s future. I remember one instance where we gathered detailed feedback from alumni and their families about the long-term impacts of our programs. The data revealed areas for improvement that we hadn’t seen before. We used this information to refine our programs, and this transparency with our community built trust and demonstrated that we were committed to continuous improvement. To be more accountable, you need to be proactive about measuring and communicating your effectiveness. Don’t wait for problems to emerge—regularly collect data, evaluate your programs, and be open about your findings. This approach not only helps you improve but also reassures families that you are committed to delivering on your promises. Turning Challenges into Opportunities: Embracing Conflict Conflict was another concept that I had to learn through experience. At first, I saw conflict as something to be avoided. But over time, I discovered that conflict, when managed well, can be a powerful force for positive change. One of my most memorable experiences was working through a major disagreement among the leadership team about the direction of our marketing strategy. Instead of letting the conflict divide us, we used it as an opportunity to refine our approach. We had open discussions, aired our concerns, and ultimately found a path forward that was better than any of our initial plans. Conflict, I learned, is a natural byproduct of Focus and Accountability. It can be uncomfortable, but it also opens up avenues for improvement and innovation. Embrace conflict as a tool for growth. Encourage open dialogue, listen to different perspectives, and use these discussions to drive your school’s mission forward. Integrating FAC into Your School’s Strategy As I prepare for my next chapter in consulting, I look back at these lessons from my time in enrollment management. The FAC Framework—Focus, Accountability, and Conflict—has been a guiding force in my career. It’s not just a set of principles but a practical roadmap for creating a thriving, resilient educational environment. So, as you embark on your own journey in enrollment management, I encourage you to reflect on these concepts. Create a shared vision that everyone can rally around. Be diligent about measuring and communicating your effectiveness. And don’t shy away from conflict—instead, use it as a chance to challenge and improve. By embracing the FAC Framework, you’ll not only navigate the complexities of independent school management but also position your school for long-term success. This is the kind of wisdom that has shaped my career, and I hope it helps you as you forge your own path in this rewarding field.

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Navigating the Full-Pay Family Challenge: Independent Schools in a Changing Economic Landscape

Blog, Financial Aid, Full-pay Families, Marketing / Claude

As the economic landscape evolves, independent schools face an ever-increasing challenge: attracting and retaining full-pay families. Data from “The Hive Law,” gathered from the US Census, provides a stark reminder of the uphill battle ahead. With inflation on the rise and tuition costs continuing to climb, the pool of families able to afford full tuition continues its shrinking pattern. Let’s delve into the data and explore the implications for independent schools. Key Statistics on High-Income Households To understand the magnitude of the challenge, we first need to look at the statistics: 4.3% of U.S. households make over $300,000 per year. 7.6 million people in America earn over $300,000 annually. 2.3% of individual income earners are in this high-income bracket. 575% more men than women make $300,000 per year, with only 0.4% of women earning this amount. A significant 36% of Americans making over $300,000 a year are living paycheck to paycheck. These numbers highlight a critical issue: the pool of potential full-pay families is not only small but also under financial pressure. The Economic Reality for Full-Pay Families Earning $300,000 annually might seem sufficient to afford private school tuition. However, the reality is more complex. With 36% of these high-income earners living paycheck to paycheck and tuition rising as fast as it does, their financial flexibility is limited. This statistic underscores the delicate balance these families must maintain between their income and expenses. The rising cost of living, coupled with inflation, exacerbates this issue, making it increasingly difficult for even high-income families to allocate funds for private school tuition. Moreover, these statistics do not account for whether a household has an eligible school-aged child. This means the actual number of households capable of paying full tuition is even smaller than these figures suggest. For independent schools, this represents a significant challenge in identifying and reaching those families who are both financially capable and have children ready for school enrollment. Independent Schools’ Strategic Response Given these economic realities, independent schools must adopt strategic approaches to attract and retain full-pay families: Tailored Financial Planning Assistance: Schools can offer financial planning workshops to help families manage their finances more effectively. Providing resources and support can alleviate some of the financial stress and make tuition payments more manageable. Flexible Payment Plans: Introducing flexible payment plans can ease the burden on families living paycheck to paycheck. Allowing parents to spread out payments can make the cost of tuition less daunting. Enhanced Value Proposition: Schools must clearly articulate the unique value they offer. This involves showcasing the long-term benefits of an independent school education, such as superior college placements, strong alumni networks, and personalized learning experiences. Alumni Engagement: Engaging successful alumni can demonstrate the tangible outcomes of an independent school education. Alumni testimonials and success stories can be powerful tools in convincing prospective families of the value of investing in private education. Community Building: Fostering a strong sense of community can be a significant draw for families. Events, parent organizations, and volunteer opportunities can make families feel more connected and invested in the school. The Road Ahead The data from “The Hive Law” paints a clear picture: independent schools must navigate a challenging economic landscape to attract full-pay families. By understanding the financial pressures these families face and strategically addressing their needs, schools can better position themselves to thrive despite these challenges. As tuition costs rise and inflation continues to impact household incomes, the ability to adapt and innovate will be crucial for the sustained success of independent schools. In conclusion, the journey to attract and retain full-pay families is complex, but not insurmountable. By leveraging data, providing support, and enhancing the perceived value of their education, independent schools can overcome these hurdles and continue to offer exceptional educational experiences to their students.

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Part 2: Implementing and Optimizing Your New CRM – Making the Most of Technology

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Welcome back to our guide on transitioning to a new CRM system. In Part 1, we covered the preparatory steps and essential features to look for. Now, let’s focus on the implementation process and strategies to optimize your new CRM for enrollment management. Developing a Detailed Implementation Plan A well-structured implementation plan is crucial. When we began our CRM transition, we quickly learned the value of having a clear roadmap. Outline each step of the process, from data migration to user training. Assign responsibilities to team members and set realistic deadlines to keep the project on track. In our case, assigning a dedicated project manager helped keep everything organized and on schedule. Customizing the CRM to Fit Your Needs Every school is unique, and so are its enrollment processes. Customize the CRM to align with your specific requirements. This includes setting up fields that mirror your current data, creating user roles and permissions, and configuring the system to reflect your organizational hierarchy. We spent considerable time tailoring the CRM to fit our exact needs, which paid off in the long run by ensuring a seamless user experience. Training Your Team Invest in comprehensive training for your staff. A well-trained team is essential for successful CRM adoption. Provide hands-on training sessions, create user manuals, and offer ongoing support to address any issues that arise. I remember the initial resistance we faced from some team members; thorough training and continuous support helped ease their concerns and fostered a sense of confidence in using the new system. Integrating Communication Channels Ensure that all communication channels (email, social media, phone) are integrated into the CRM. This allows you to track all interactions with prospective students and parents, providing a holistic view of each applicant’s journey. Integrating our email and social media platforms into the CRM revolutionized our communication strategy, making it easier to maintain consistent and personalized interactions. Automating Workflows Leverage the CRM’s automation capabilities to streamline workflows. Automated workflows can handle repetitive tasks such as sending follow-up emails, scheduling reminders, and updating application statuses. This frees up your team to focus on more strategic tasks. For us, automation reduced the time spent on administrative tasks, allowing us to focus more on building relationships with prospective families. Utilizing Data and Analytics A robust CRM system offers powerful data analytics tools. Use these tools to gain insights into your enrollment processes. Track metrics such as lead conversion rates, application completion rates, full-pay family applications, and communication effectiveness. Use this data to make informed decisions and improve your strategies. Analyzing these metrics helped us identify bottlenecks in our process and implement targeted improvements. Continuous Improvement and Optimization The implementation of a CRM system is not a one-time project. Continuously seek feedback from your team and look for ways to improve the system. Regularly update your CRM with new features and integrations to keep up with changing needs and technological advancements. We established a feedback loop where team members could suggest improvements, leading to continuous enhancement of our CRM functionalities. Reporting and Data Gathering Ensure the CRM system has robust reporting capabilities. It should be easy to build custom reports to gather data on key metrics like application progress, enrollment numbers, and financial aid allocation by comparison dates, not just years. This functionality is crucial for making data-driven decisions and demonstrating the effectiveness of your enrollment strategies. Customizable reporting was a game-changer for us, providing insights that helped refine our approach and boost our enrollment numbers. Conclusion of Part 2 Implementing a new CRM system can transform your enrollment management processes, making them more efficient and effective. By customizing the system, training your team, integrating communication channels, and leveraging data analytics, you can optimize your CRM to meet your school’s unique needs. Remember, continuous improvement is key to getting the most out of your CRM investment.

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Isn’t the Real Fear Not Achieving Our Mission?

Administrators, Blog, Financial Stability, Full-pay Families, Recruitment, Retention / Claude

I believe we have it wrong. We fear that we are going to lose our mission’s focus, when we should be worrying about not achieving our mission. The fear of losing our mission’s focus often surfaces around accommodating full-pay families. There’s a widespread assumption that prioritizing full-pay families to generate net tuition revenue somehow conflicts with our mission. This important segment really confuses our thinking. I once applied for a Dean of Enrollment position at a Quaker school. With 15 years of successful experience at two Quaker schools, I felt uniquely qualified. During a preliminary interview, the Head of School mentioned their biggest pain point: needing to generate an additional $1,000,000 in net tuition revenue. Despite feeling confident in addressing this challenge, I wasn’t invited back for a second interview. The consultant later told me, “You talked too much about full-pay families.” Ironically, afterwards, they went through 2 deans of enrollment in five years and I doubt they achieved their financial goal. The Financial Reality There’s a visceral reaction to the idea of full-pay families that blinds many to the bigger picture. No school would throw out its mission and decide that generating more money is better. Yet, the financial health of a school is directly tied to its ability to achieve its mission. Hundreds of schools have closed over the past five years, many before the pandemic, often due to financial instability. For instance, White Mountain School in New Hampshire recently announced its closure. Oldfields School has made announcements about closing twice over the last 15 years, but managed to survive. Others, like Chase Collegiate School and The MacDuffie School, transitioned from non-profit to for-profit to stay afloat. These schools’ mission statements likely sound very similar to yours, emphasizing intellectual development, ethical standards, and respect for diversity. But did Chase Collegiate and The MacDuffie School change their focus, because they wanted to make money? Of course not! They were trying to survive and needed more full-pay families to do so. I wrote about school closings 10 years ago and found my list; it was a partial list by the way. If any one has found the closings from the last 10 years, please send me the link. Evolving Our Mindsets: Fear the Right Thing If we believe that our missions have a purpose in this world, we need to evolve our mindsets. Fear can propel us to success, but we must fear the right things. Instead of fearing losing our mission’s focus, we should fear not achieving our mission. Without sufficient resources, we can’t achieve our mission effectively. Shrinking enrollments hinder our ability to fulfill our mission broadly and impactfully. If we have to close our doors like so many others have, achieving our mission becomes impossible. This journey has taught me that balancing financial stability with mission integrity is crucial. We must be open to evolving our strategies and perspectives, especially when it comes to accommodating full-pay families. By doing so, we ensure not only the survival but the thriving of our schools and their missions.

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