Private and Independent Schools: Now Is The Time To Invest In Our Future
Now that we are emerging from the first phase of “The Great Pause of 2020,” many of us are finally able to think weeks and months—rather than just hours—ahead. Now is a great time to be considering how we in private independent schools should start creating and marketing our future.
And right at the moment, that future is not so bright (so take off your shades). NAIS pre-released a Spring 2020 Independent School Magazine article that is a compelling call to action. Here is the shot across the bow:
“Over half of all NAIS independent schools are facing declining enrollment.”
Private Schools and Colleges Were Warned
The trend toward declining enrollment began long before this latest health and financial crisis. With the pandemic, many more schools are now headed straight for the intensive care unit.
About 20 years ago, the common wisdom—based on ever-increasing tuition rates and more competition—was that by 2030 half of all the private colleges and universities in the United States would have to close, merge, or change their missions in order to survive. As the private colleges go, so go independent schools. But the pandemic has greatly accelerated the timeline and the intensity of the need for informed research to plan for thriving in uncertain times, according to NAIS President Donna Orem.
Plenty of Advice
But here’s the deal. I’ve been reading and listening as my respected consultant colleagues, school heads, and farsighted national organizations offer great advice on everything from creating virtual admission offices and tours, to changes in how the hybrid model of at-home and campus learning may play out, to the importance of digital advertising, and everything in between.
But Where’s The School’s Investment?
The one thing I am most concerned about is the tendency for schools to react to declining enrollment by reducing their investment in marketing and market research, while placing increasing pressure on marketers, communicators, and enrollment managers to pull them out of the slump.
External Perceptions Matter Most For Enrollment
About 22 years ago, Connor Associates’ founding service was to help schools see themselves objectively by conducting neutral Image Audits with internal and external constituents so schools could better understand deep psychological perceptions that influence enrollment, retention, and fundraising. With demand-side input, we continue to hold up the mirror and help schools create an authentic value proposition and branding based on their customer's needs, not just on inside-the-school thinking.
Enrollment Strategies Based On Research, Not Conjecture
When we learned in 2010 that inquiries were declining, Connor Associates helped schools frontload admissions with qualified leads, pinpointing at rooftop level full-pay prospects for direct mail, word of mouth, and digital campaigns to help schools get the most from their marketing investment. We then provided Enrollment Forecasts to pinpoint where their best markets would be in five years so they could plan ahead to “skate to where the puck is heading.”
Fundraising Strategies Based On Donor Prioritization, Not Presumption
This past year we added Donor Prioritization to help development officers become strategic about maximizing their ability to more easily reach their goals. We can now identify your school’s current, past, and potential donors that represent the top 20% responsible for 80% of your philanthropic revenue.
See our Case Studies and listen to our Client Voices for how the services we offer have worked out for our clients.
Now Is The Time To Invest In Research
So thank you, NAIS, for calling out the need for the investment in and the value of market research. You are reinforcing similar advice coming from MIT and Cornell studies stating that “the relationship between marketing expenditures and performance is significantly positive.”
“Rubber meets road: If there is any time we should be taking a hard look at ourselves, that time is NOW. ”
Don’t Be A Pandemic Statistic
If you don’t want to be among the schools that may have to close, merge, or change your mission, your board will need to invest to reverse an enrollment decline.
Let’s talk about your challenges and explore your opportunities.
