Challenges Facing Schools
Posted July 19, 2010
In addition to demographic shifts and the oft-discussed tuition-sustainability crisis, boarding and day schools alike are facing increasing competition from free public charter and magnet schools. Consider St. Louis, Missouri, where there are dwindling student numbers and a growing magnet school movement. Their marketing materials are very compelling - “Your child belongs at a magnet school. With twenty-three specialty schools to choose from, the St. Louis Magnet Schools offer an EXCITING, TUITION FREE alternative for students of all ages and abilities.” Similarly the Houston, Texas, public school district promotes their popular magnet schools as “the best education money can’t buy”.
SSATB Board Member Kilian Forgus, Associate Head for Enrollment and Planning at Saint Andrew's School in Boca Raton, Florida, is keenly aware of the challenges presented by these free public options. The state of Florida has over 400 charter and magnet schools, 61 of which are located in Palm Beach County. Students who chose to leave Saint Andrew’s after middle school did NOT matriculate at another independent school. Instead, they chose the free public options – gifted and talented programs and charter/magnet schools. The Admission Office at Saint Andrew’s has made it a priority to educate themselves about these free public options. This will only get bigger as education choice gets bigger. Of course, some states like Hawaii (see related story) have a different problem as budget deficits are resulting in massive budget cuts and even furloughs.
We must also consider the impact of home-schooling on private school enrollment. Online classes and virtual schools offered by many states make it even easier for families to home-school their children. Homeschooling numbers increased by 74% from 1999-2003 and another 30 or 40% since then; there are more students being home-schooled than are in independent schools and certainly in boarding schools! Further, if you look at the studies of these families they closely resemble the profile of independent school families.
Pat Bassett (President, NAIS) recently wrote to association executives. He asked, "How will traditional schools compete with or complement online schools in five or ten years (when Disrupting Class tells us that 50% of high school students will be taking 50% of their courses online)?" Do you know the answer to this for your school?
Bassett also talked about the strategic partnership between NAIS, SSATB, and TABS helping to lower the barriers of applying to independent schools. Use of a standard application is one important step in promoting access to schools. SSATB is working hard to make the Standard Application Online the application of choice for schools and families.
Understanding today’s challenges and the changing competition is key to communicating about the value of your school. Families need to understand what makes you unique and how their child will benefit. To do this you must be able to show evidence of positive educational outcomes. Never has it been more important to use data. SSATB’s focus on Data-Driven Admission is central to our work with schools looking at data to 1.) inform marketing and recruitment 2.) aid student selection 3.) drive school improvement.
