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Successful schools must display a greater sense of business acumen today than ever before. To this end, the generation of revenue from sources beyond tuition can be critical in determining the financial health of the school. Admission Offices can and should play an important role in helping to identify additional practical sources of revenue so as to relieve pressure to generate revenue solely from increased enrollment or tuition increases. Individually, any one additional source of revenue may not solve a school’s budgetary challenges, but collectively such programs can have a significant impact on the bottom line.

Rent the school’s facilities and grounds:

• Athletic programming
• Summer camp; attendees may be the children who attend your school or may be children from other schools
• Theater groups; get an ad for the school in the playbill
• Church groups in the community; self-sustaining and they can make an annual contribution to the school
• A cell phone tower site
• Weddings
• Decorator show houses
• Retreats and/or professional development activities
• Planting and harvesting hay

Develop educational/athletic programming for the greater (and school) community:

• Summer sports camps
• Adult Summer Camp – provide opportunity for adults to study cooking, yoga, digital photography, etc.
• Campus nature center
• Afternoon programs open to public school students or homeschooled students
• Virtual school; provide on-line courses for children whose parents are in remote locations (i.e., missionaries, etc.)
• Adult Education Courses
• Pre-school enrichment programs
• “Saturday Programs for the Very Young” – can serve as an introduction to your school and as pre-enrollment strategy
• Build in extra “slots” on overseas/study tours and field trips; make available to others
• After-school tutoring services; parents pay for the tutors, but the school gets a “royalty”

Create new sources of revenue and/or administrative savings:

• Offer room and board to recent graduates in exchange for part-time work for one year in various administrative offices at the school
• Develop a two-week program for new students – preview; laptop w/programs/subject review (math/language/etc.); make it fun – no uniforms, social, gets children comfortable with school; ½ and full day options (separate tuition fee)
• Levy an “enrollment fee” when students enter your school. Keep the fee in an interest-bearing account until the students graduate or leave. Return the fee and or get it donated to the school (about 20-25% do so). The fee is pro-rated for financial aid students.
• Levy a special fee for international students
• Obtain a corporate contribution for capital improvement through a capital fee
• Offer tuition insurance
• Allow a homeschooled student to take a class for a fee

Exploit your brand:

• Understand that the bookstore is a “spirit shop”
• Put store where the people are; involve parent association in running it
• Create an alumni pillow – each year a different school scene
• Feature lots of logo-branded items
• Let parents establish charge accounts for their children
• Create an online bookstore
   

RELATED RESOURCES

Through its summer rentals/residence program, Stevenson School (CA) plays host to programs in sports, music, arts, education, leadership, and community service. The campus also is a popular venue for family reunions and weddings. Dormitory accommodations for 260 and a full-service dining facility allow for residential as well as day programs.

Lancaster Country Day School (PA) has a varied and impressive offering of summer programming for kids in their community.

Interested in learning more about an enrollment fee? Stevenson School’s enrollment agreement contains specific language for an enrollment fee, as does their reenrollment contract

The “Look to the Hills” summer program at Deerfield Academy (MA) is targeted at alums and parents of Deerfield Academy students. It is a good example of a simple program that generates a bit of income by using the facility and current faculty.

St. Mark's (TX) has an extensive summer camp program. The majority of the camps are "general interest" and "recreation" and include a number of sports camps. A summer program link appears on the school’s homepage. The school reports that summer camp students frequently become admission candidates.

"Expanding School Revenue Streams with Innovative Programs" by Peter Gow. NAIS Leadership Series, No. 7, April 2009. 

After a Pounding, New Grounding by Sandra R. Sabo. Business Officer (July/August 2010). National Association of College and University Business Officers. 

If you are a member of NAIS, the pages below offer a comprehensive list of links to helpful resources on sustainability/recession ideas.
http://www.nais.org/financial/index.cfm?ItemNumber=153558&sn.itemnumber=153562
http://www.nais.org/financial/index.cfm?ItemNumber=153563&sn.itemnumber=153544

Colleges and Universities are increasing their revenues in a down economy by expanding their summer programs and offering up to 20% tuition discounts on various programs.

Schools in Michigan are permitting advertising on campus to make up for lost revenues during a financial crisis.

Schools throughout California are generating revenue by selling their schools’ surplus goods through an online auction marketplace. 

The 2004 NACUBO Tuition Discounting Survey data allow for analysis of 15-year trend. The authors offer an interpretation of the study and tuition discounting from the 1990s to the present.

This PowerPoint presentation offers broad thinking on non-traditional ways for schools to rethink new revenue streams. It was developed by Eduventures, a consulting and research firm focused on enterprise-building within the education arena (2002). 

Offer online summer courses to local high school students, like Iolani School (HI).