Audits can feel overwhelming. The Charter School Audits Guide Preparing Your School for the Annual Audit outlines a plan that can help you prepare a little each month to stave off overwhelm.

Here’s a breakdown of the plan:

Yearly Plan List 1

As seen in the chart above, month one is dedicated to the fiscal audit overall. That’s because month one is when schools have just completed the previous year’s audit, so first steps are about how to move forward from there.

Here’s what to do after you’ve completed your audit:

  1. Review your previous audit with your auditor. Your audit review is a great opportunity to discuss ways you can improve your school with the auditor. Look over your financial statements together and be sure to take notes.

  2. Review feedback with your audit committee. Take the auditor’s advice and comments back to your audit committee. Discuss the good, the bad, and the ugly.
  3. Present the auditor’s findings to your governing board. Go over the auditor’s findings and answer any questions from the board members. Tip: After presenting, ensure you get a copy of the minutes so you can reference them when necessary.

  4. Submit your audit to your authorizer. Be transparent with your authorizer, but also let them know that you and your colleagues are working on any improvements based on the feedback you received during the audit process.

  5. Prepare your audit message. Reflecting on these conversations, prepare your audit message for a wider audience. You’ll want to make sure your message is clear, detailed, and anticipates the questions your audience might have.
  6. Post your audit and audit report. Make your audit message into a web post for visibility in your community.
Audits For Charter Schools

It’s understandable to feel daunted by the need to address compliance and other issues while you’re focused on the day-to-day aspects of growing a school. By breaking things down month by month, you can be ready when the time comes. To take a deeper dive into this plan, download The Charter School Audits Guide Preparing Your School for the Annual Audit, a free guide for charter leaders.

 

The search bar is where it all begins. SEO, or search engine optimization, is a key component to designing your charter school website. In short, good SEO means your website is easy to find. When done right, SEO leads to lots of “organic” traffic to your site—if a parent in your city is looking for a school like yours, your school will appear high up in their search results.

What are best practices for SEO? The more often you refresh content on your site with new blog articles and web pages, the more search engine algorithms will look at your site and index the content that’s there. This is why a blog component to your website is essential.

If, for example, you want to be known as the STEM charter high school in your town, plan on publishing at least 10 distinct blog articles in six weeks all about your STEM curriculum, your STEM students (with their permission), your STEM teachers, and the STEM “extras” your school provides. All of this content will teach Google, Bing, and other search engines that your website is for high schoolers in your area and focuses on STEM.

So the upside here is: optimizing your website to provide good search results doesn’t cost money. The downside: it can cost time, energy, and effort to get the search rankings you’d like. The goal is to get on the first page of search engine results, but it takes some time.

Here’s what to consider as you improve your school’s SEO.

1. Think about what families and kids might be searching for when they are looking for a school like yours.

  • Put yourself in your prospective families’ shoes and think about the questions they are Googling, then write blog articles that answer those questions.
  • Ask new families how they found your school and what they searched for online.

2. A blog is an important SEO tool, but every page of your site should be optimized for search.

  • For example, if you are a STEM charter in Sacramento, make sure you put the phrase “Sacramento STEM charter high school” on your homepage, and have a page dedicated to your STEM program on your site.

3. SEO can feel complicated, but even a simple strategy, like using keywords, can provide big results.

  • There are a few steps you can take for every page and blog post to make sure they’re SEO friendly, and there are tools out there that take a lot of the guesswork out of it. One such tool is keywords.

    • How to choose a Keyword

      • Let’s use our example from above—you are a STEM charter school in Sacramento. First, we’ll need to pick the keywords to optimize for. There are several ways to research which keywords are optimal, including Google’s own Keyword Planner and Moz’s Keyword Explorer. These tools provide information regarding the frequency of search for a particular keyword as well as options for different variations of a keyword.

    • Short-tail and Long-Tail Keywords

      • There are two basic types of keywords: short-tail and long-tail. Short-tail keywords are search phrases with only one or words—their length makes them less specific than searches with more words. Long-tail keywords are longer and more specific keyword phrases—they are more specific and are used when users are further along in the Marketing Funnel. When choosing your keywords, you’ll want to sift through both short-tail and long-tail keywords along with many variations.

      • Using our example, you might brainstorm the following keywords:

        • Charter schools (“short-tail” keyword, broad appeal)
        • Charter schools Sacramento
        • Sacramento charter schools
        • STEM schools Sacramento
        • STEM charter schools
        • STEM charter high school Sacramento (“long-tail” keyword, more specific appeal)
    • The goal for keyword optimization is to enable people to easily find exactly what it is they’re looking for. If you choose to optimize your website around the short-tail keyword “charter school,” it’s possible that anybody looking for a charter school anywhere could click on your search result. If a parent from Arizona or Los Angeles lands on your site, the odds are that they’ll bounce right off to go find what they are really looking for.

The practices above highlight the fact that you don’t just want anybody to find your site—you want people in your area who are looking for your type of charter school, and you want it to be easy for them to find you. Google likes to see that you have quality, engaged visitors who don’t immediately bounce from your site. They want to see you live up to your content promise, and when you do, the algorithm will reward you with a higher page rank.

There’s so much more to learn about SEO for your site. It’s a part of your digital marketing strategy, which is important for raising general awareness, fundraising, meeting enrollment targets, and creating a diverse network of champions that will nurture your school over the long term.

Want to dive deeper? Download the Digital Marketing Guide. This workbook will empower you to build and follow through on a simple digital marketing strategy for your school. You can use these pages to set goals for your school, refine your messaging, set strategic marketing goals, and achieve them through various digital marketing programs.

Digital Marketing for Charter Schools Guide (charterschoolcapital.com)

In this video, Michael Barber spoke with expert Dr. Charlotte Pullins about valuing teachers, giving teachers autonomy, and giving teachers a voice.

If you missed the longer conversation around teacher retention, you can download the recorded webinar here Teacher Retention for 2023 & Beyond: How to Build a Lasting Relationship, or read the written recap. Webinar Recap – Teacher Retention for 2023 and Beyond: How to Build a Lasting Relationship – Charter School Capital

Full Transcript here:

Michael B. (00:00):

Hi everyone, and welcome to our Thursday YouTube live. My name is Michael Barber. Back with our weekly 10-minute session on how we can help school leaders. Today we’re shifting the conversation from enrollment marketing to teacher retention, and we’ve got Dr. Charlotte Pullins with us. For those of you that were on our webinar this past week, we had Dr. Pullins talking about strategies for teacher retention. We decided to welcome her back because we had so many questions from the webinar, so we’ve got Dr. Pullins with us this morning. We’re going to get right into the thick of the conversation related to teacher retention and ask Dr. Pullins. You had a three part framework. I would love if you could just step us through that really quickly as one of your key strategies for teacher retention and just touch on each one of those.

Charlotte Pullins (01:25):

I talked about value, valuing teachers, and I talked about voice and autonomy. When I say value, I mean it’s a simple thing as making sure the teacher feels like they belong, like they’re supported and their psychological needs are being met. Autonomy is such a fickle thing because people think “if I let a teacher go rogue, they won’t teach the standards”, but that’s not what it’s about. It’s really about giving teachers power, the power to be creative. I did give three caveats for administrators of what they should do. If someone’s going to change something, you need to make sure it is researched and that it makes sense for your school.

(02:10):

And then I say give them a voice. One key thing that administrators can do is to allow teachers to lead professional development. Allow them to give their thoughts on the new curriculum. Let them try it out and then get their feedback. People love when you ask them for advice and ask them, “What do you think about this?” Three things I think are some of the key things that school districts or charter schools can do to help their teachers.

Michael B. (02:43):

Appreciate that call back to our conversation on Tuesday. One question, and you’re on the ground. You’re the director of Diversity, Belonging, Inclusion and Equity at Arizona Charter Academy. Tell us some really tactical advice for how you’re helping increase teacher retention at Arizona Charter Academy. Some specific examples.

Charlotte Pullins (03:07):

Well, one thing we do, we focus on social emotional learning of our teachers. We’ve started a whole program, now we have one for students, but we also did it for teachers because we found out after Covid teachers are stressed, teachers are worried, teachers need psychological safety. We started a program where teachers go through modules of learning and then we come back as a group and we discuss, we have small groups within our school and within that, teachers are allowed to express how they feel. Like one we just did on teacher trust. It was what is trust? How do you coordinate trust with students? How do you coordinate trust with colleagues?

(03:48):

And then we came together and we said, “Well, what kind of things do we want to do in order to build a culture of trust at our school?” So we decided we’re going to ask questions. If something goes wrong, ask the questions. We said we’re going to have emotional check-ins with people. We said we’re going to have write notes and letters to each other. Just those sorts of things. Just build a community and allow teachers to get together and talk and enjoy their culture that they work in.

Michael B. (04:27):

Is there anything we can do from a technical perspective, whether it’s tools or websites or platforms, mobile apps or plain old text messages group that schools can do? If I’m a startup school and I’m just trying to figure out this challenge all the way through a year, 5, 6, 7, 10 year school that’s really trying to put a sophisticated platform around teacher retention. I just love some things that could help from a technical perspective that can help school leaders with teacher retention.

Charlotte Pullins (04:58):

Well, when I think about that, I think about the Second Step program I mentioned before. It’s a great online platform that schools can use. I also think about another one called Open Sesame that we’re going to be trying out. That’s another platform that people can use those. It really depends on the school and the school needs. What does your school need? That’s why I suggested that first thing you need to do is get those surveys, see what’s going on, see the needs of your schools before you decide which direction you go into or what program you initiate. Because all schools are different. No school is the same. First things first is finding the need, and then from that you address, you find the programs that work well for you.

Michael B. (05:50):

Have you seen any research out there, or has your team at Arizona Charter Academy quantified what it costs to lose a teacher versus retain them? Any insights there? That was a question we got in terms of like, “is it quantifiable?” How would we go about doing that? Any thoughts there?

Charlotte Pullins (06:08):

Ooh, that’s a hard thing to quantify because it’s not just losing a teacher and the difference of a teacher salary, whoever you hire next, it’s about where does it affect the students. You have to think about when the student loses a teacher or you lose a teacher within a school district. Now you have to find someone to retrain. Now they might not be certified, and we know statistics says if they’re not traditionally certified, those are the teachers who usually leave. So then what kind of person are you filling that spot with? How much teacher experience do they have? It’s a myriad of things that you have to think about to really quantify what problems it causes in your school or what deficit it causes your school. But those are some things I would look at. Yeah, that’s where I would start.

Michael B. (07:05):

Yeah, I think this is something we should definitely try and tackle this together.

Charlotte Pullins (07:09):

I know.

Michael B. (07:09):

Is this question, right? Because yes, we had this conversation yesterday of just what is the cost of objective cost of losing a teacher, but there’s also all of those subjective costs that you just touched on, and then it’s, “Hey, the connections to the kids, that impacts student retention, the connection to the community.” There are so many downline impacts that I think we should be figuring out what’s the right measurement for. Maybe that’s something we take away and we work on and we come back to our school leaders.

Charlotte Pullins (07:39):

Yes, I agree.

Michael B. (07:40):

it feels like we need to answer that question. Yes. I just want to pause really quickly and just welcome everyone in to our Thursday chats on all things for school leaders. We typically do these every Thursday for enrollment marketing topics. We’re taking a pause because we had Dr. Charlotte Pullins and Professor Nolen on our Tuesday webinar this past week. Over 400 of you attended and we talked all things teacher retention. We’re coming back to a couple of the questions. We’ve got two or three minutes left. Would love, if you’ve got any questions, you can drop them right here into the chat. I’m going to ask one more and I hope a couple of our viewers, we have a comment here, Dr. Pullins, that said, “would love to have Dr. Pullins at every school.” So you’re getting some shout outs from our viewers on YouTube.

Charlotte Pullins (08:27):

That’s great.

Michael B. (08:28):

My next question gets at sort of a thorny topic, if you will, and would love just some initial thoughts. Definitely one of the things that’s driving teacher retention is the political environment that we live in and all of the things that politics is I impacting from an educational perspective. Can you touch on that for us and just where you’re seeing that impact teacher retention efforts at Arizona Charter Academy or with school leaders you’re talking to?

Charlotte Pullins (09:01):

I talked about the social crisis at the National Charter School conference, and it does make a difference. The political, the social atmosphere really does matter to what is being taught in the school. It varies by state of course, and whatever your superintendent of schools, their agenda is, that is something that really matters and it is affecting and it can affect how teachers teach and how schools are governed. So it’s a thorny situation.

Michael B. (09:37):

Thorny question, and we got to ask it when we’re having these tough conversations, right? For sure.

Charlotte Pullins (09:43):

Yeah.

Michael B. (09:43):

Yeah. One question that came in yesterday that we didn’t get to that I would love your thoughts on is somebody asked on your autonomy, the mention of autonomy is how do you go about, do you measure that as a school leader? Do you go out to your schoolers and say, “How autonomous do you feel?” Is it a one through 10 scale? Is it sort of that net promoter score? What is the thing? How do you measure that?

Charlotte Pullins (10:12):

You know what I like? You can make it as hard or as simple as you want really. You can survey teachers. There’s Survey Monkey, see what they say. I mean, create your own. You don’t have to. You’re still going to see the data. I always am a proponent of using two quant and qual. Go out there, have someone like me go and ask the questions, “How do you feel? Really feel about autonomy?” But I’m telling you, Michael, I get from exit surveys. I actually do the exit surveys and then send them to HR because people are usually coming to talk to me a little bit more and they often give me their information. But I’m finding that autonomy is really big. They feel like schools are so stringent that they can’t deviate with within anything. I will say go out, talk, survey and see what you got at your school. It won’t hurt. Knowledge is power.

Michael B. (11:08):

It is for sure. And we’ll give you a little shout out should you want to learn more about how Dr. Pullins serves school leaders. She is the founder and lead consultant at ELC training and consulting llc. Just look that up online and you’ll find more information or connect with her on LinkedIn. We are right at our 10 minute mark and I want to respect our school leader’s time and wrap it up. If you have any questions for us related to this topic, more than happy to put it in the chat. We will funnel it over to Dr. Pullins to get an answer. But we appreciate you all being here. We also appreciate Dr. Pullins being here. Again, we’re here every Thursday, 10:00 AM Pacific, 1:00 PM Eastern talking all things for school leaders. And next week we’ll be back on enrollment marketing and we are bringing graphic designers into the conversation to talk all things school brand. We hope to see you back here next Thursday. Again, 10:00 AM Pacific, 1:00 PM Eastern here on our YouTube channel. Thanks to everyone who joined us today.

Charlotte Pullins (12:05):

Thank you.

Michael B. (12:31):

All right, we’re out.

Charlotte Pullins (12:32):

Okay.

Michael B. (12:34):

Thanks Dr. Pullins. Much appreciated. I’m going to jet because I got to hop back into these meetings. But again, we appreciate you so much and based on the sort of, I think popularity and just the traction to the conversation yesterday, I hope we’ll find some more time to work with you and Tawan over the coming months. And I hope I see you maybe in Austin for the national conference next year.

Charlotte Pullins (13:00):

Yes, definitely. We have to meet. Thank you, Michael, for everything.

Michael B. (13:04):

Sounds good, take care. Bye.

Charlotte Pullins (13:05):

All right, bye-bye.

Charter leaders know full well that teacher retention is a significant issue facing schools today. Concern over teachers leaving has been growing since the pandemic, causing school leaders to ask: how can schools build lasting relationships with their teachers, which in turn will lead to better outcomes for kids? Experts Dr. Charlotte Pullins and Professor Tuan Nguyen presented their data and answered questions in this week’s webinar.

Professor Nguyen began by presenting the data he and his colleagues have been collecting related to teacher turnover. With many states facing shortages, the requirements to teach have been lowered across the country. The pandemic of course has increased teacher turnover—by about 2 percentage points, meaning an additional 1000 teachers leaving the profession. He presented his findings on www.teachershortages.com, which reports what we know about vacancies state by state. You can take a look at his interactive map on the site, and click on your state for more details.

Teacher Retention by state in 2023

According to Professor Nguyen’s findings:

  • Teachers in rural schools are less likely to leave than in urban or suburban areas
  • In those rural areas, Black teachers are more likely to leave than white teachers
  • Teachers at low-income schools are more likely to turn over
  • Of the teachers leaving, a high portion are novice or special education teachers

Data like these prompt researchers like professor Nguyen to ask: “Where are all these teachers going? Do we not have the right incentives to bring them to the classroom?” The implications of teacher turnover is that it negatively impacts student learning, not to mention that it costs schools and districts money to pay for recruiting and training new teachers. What’s most alarming, according to Nguyen, is that “the teachers that we need the most—black and brown teachers—are leaving these schools at much higher rates.”

So how can charter leaders keep teachers in their schools? Here’s where both experts had a lot to offer. “We want to stop the pipeline from bursting,” said Dr. Pullins, and she outlined actionable steps that schools can take. “Many leave due to life circumstances, but we need to understand—are they leaving the profession or leaving your school? That causes us to ask, does your school have a healthy school culture?”

A healthy school culture, according to Dr. Pullins, should consist of the following:

Value

For teachers to feel valued, school leaders can ask: are we addressing the needs of the teacher? That means building a feeling of belonging through supportive practices, like connecting teachers with veteran teachers. Schools can also create activities so teachers can bond, giving them opportunities to forge relationships with colleagues. Lastly, as Dr. Pullins stated, it’s important to address the psychological needs of a teacher. As she put it: “A healthy teacher produces a healthier classroom.” Particularly when teachers returned to the classroom after the pandemic, they needed their mental health addressed and cared for. Dr. Pullins emphasized offering free counseling for teachers.

Autonomy

Teacher autonomy means allowing teachers to be more creative. “Balance is better,” Dr, Pullins explained, “encourage them to think outside the box.” This doesn’t mean letting teachers have complete reign over their classrooms without guidelines or curriculum—Dr. Pullins encouraged school leaders to keep the big picture in mind: student learning. “It allows people to be more innovative and allows teachers to teach in different ways,” Dr. Pullins believes, stating the importance of seeking feedback. “Ask them—what’s behind the need to change something?”

Voice

“People don’t quit their jobs, they quit their bosses,” Dr. Pullins clarified, which means it’s extremely important to ensure teacher voices are heard, especially minority teachers. School leaders will want to be sure to include everyone in discussions (Dr. Pullins suggested sticky notes with no names, anonymous surveys, polls, or voting), giving them a voice in your school.

These points by Dr. Pullins were supported by the research findings presented by Professor Nguyen, who found a strong correlation between teacher satisfaction and teachers staying put. He mentioned a few key characteristics of a school that is more likely to keep teachers, including robust administrative support, more teacher cooperation, and, at times, a more experienced principal. “Teachers are less likely to leave the profession when they become more satisfied,” he concluded.

When it comes to retaining and recruiting teachers of color, Dr. Pullins emphasized the need for administrators and teacher review teams of color. She pressed school leaders on the need for, first and foremost, the responsibility to protect the psychological safety of teachers of color, along with creating mentor relationships and staff training that focus on belonging. Incorporate games, lunches, and other small steps that contribute an overall positive school culture.

4 tips for all admin from the webinar "Teacher Retention"

How can school leaders best recruit teachers of color? Professor Nguyen suggested using anecdotes and interviews of existing teachers, offering higher pay, and relocation bonuses. Dr. Pullins echoed these tips, adding signing bonuses, paid COVID days, increased prep time, and more paid time off. She went on to say that schools should consider getting an intern or a student teacher, stating, “The best teacher you can find is one that you grow at your school.” To best understand why teachers are leaving, Dr. Pullins suggested ensuring schools conduct exit interviews and surveys.

Ultimately both experts agreed: schools can either pay upfront to keep teachers healthy and happy, or pay the costs on the back end to recruit for and fill their position. “It’s much more expensive to do it on the back end,” said professor Nguyen, and it’s also better for the school in the long run.”

If you missed this webinar, you can view the webinar recording here.

You can download the slides here.

You can also tune in to YouTube Live this Thursday for more from Dr. Pullins on Teacher Retention.

Read the full webinar transcript below:

Michael B (00:00):

I just want to say a good morning or good afternoon, wherever you are in the world. We appreciate you being here. My name is Michael Barber and I’m the marketing lead here at Charter School Capital. Given we’ve got about 160 of you who have never joined our webinars before, just allow me a few seconds to tell us a little bit about Charter School Capital. We align with charter schools and the belief that students are what matter most. We’ll take the time to understand our school’s goals and work alongside them to grow their unique programs. We know that each school’s journey is different and we understand the unique challenges facing charter schools, and we partner with them to offer holistic and complete support by giving you access to money, resources, and know-how. For school leaders, that means three things. We can get you money to run your schools, money to buy your schools, and kids to help fill your schools.

(00:49):

Now, entirely enough time on us. I want to focus on our conversation related to teacher retention today and give you a little bit of background of how we got to this date and this conversation around teacher retention. We were fortunate to be at the 2022 National Charter Schools Conference and we asked about 400 charter leaders, “What’s the biggest challenge that you’re facing?” And almost a third of you, in fact, about 35, 36% of our school leaders who we had the chance to meet in Washington D.C. this year said teacher retention was their largest challenge. And so we very quickly set to work to build resources to help tackle that challenge, and that’s how we ended up here today.

(01:31):

I’m really overjoyed to welcome two experts on this topic. We’re going to have a conversation with Professor Nguyen, as well as Dr. Charlotte Pullins, and I’m going to give you a little bit of information on those two and then I will turn over the floor for them to take you through some incredible content. Professor Nguyen is going to talk to us about all the data that his team has done around understanding what’s driving teacher retention challenges, along with what teachers are telling him that can help them stay and be engaged in their jobs. And then we’re going to turn it over to Dr. Charlotte Pullins, and she’s going to take you through some teacher retention strategies, particularly for black, brown and teachers of color, and she’ll have some great content for you as well just later on in our conversation.

(02:18):

Just a few things for you. Yes, we are recording the webinar. You will get that recording as well as the slides at the conclusion of our discussion today. Please feel free to use the QA and chat buttons right here on Zoom to ask your questions. I’ve got my wonderful colleague, Isabella, sitting right in front of me that will be trafficking those questions to us, and we’ll make sure we reserve some time for those questions as we get to the conclusion of today’s chat.

(02:43):

Also, want to let you know we are bringing Dr. Pullins back on Thursday for our YouTube Live series. It’s a quick chat every Thursday on our YouTube Live channel. That’s youtube.com/charterschoolcapital. We’ll be there discussing additional questions with you on Thursday afternoon, depending upon where you are. It’s 10:00 a.m. Pacific, 1:00 p.m. Eastern, and so we’ll be back to answer some questions from our discussion today, as well as further the conversation related to teacher retention.

(03:13):

That’s enough about us. Let’s get to your speakers. I’m really pleased to introduce you to two individuals that you see on your screen today. The first is Dr. Charlotte Pullins. She has spent over a decade in education and is the co-founder of a nonprofit 501(3)(c) organization designed to educate underserved children. She is also the founder and lead consultant at ELC Training and Consulting, as well, Dr. Pullins is a certified diversity and inclusion specialist. She currently works as the director of diversity, equity and inclusion and belonging at Arizona Charter Academy. And recently, and this is how we got to know her, she spoke at the National Charter School Conference on the topic of African American teacher retention and she also has spoken on topics such as inclusive schools, teacher self-efficacy, and student achievement and belonging. Dr. Pullins, welcome to our conversation today.

Charlotte Pullins (04:04):

Thank you.

Michael B (04:05):

We appreciate you being here.

Charlotte Pullins (04:05):

I’m glad to be here.

Michael B (04:07):

Our second speaker, thank you, thank you. Our second speaker is Tuan Nguyen. He’s an assistant professor in the Department of Curriculum and Instruction at Kansas State University. He applies rigorous quantitative methods, quasi experimental designs and meta-analysis to examine one, the teacher labor markets, particularly looking at the factors that drive teacher attrition and retention. And two, the effects and implication of teacher policies and education policies intended for social, equity and school improvement.

(04:37):

And I just have to say, we found Tuan via a place where many of us go to find information, and that it was the Google. It was no surprise after I dived into Tuan’s background, he does incredible research on the topics of teacher retention and we are just really excited we are bringing his voice to this conversation this morning. So, Tuan, thank you so much for being here with us. And on that note, I’m going to turn it over to you to share your screen and start the conversation off on all the data that you’ve got that talks to why teachers, why we’re having a teacher retention challenge.

Tuan Nguyen (05:10):

Thank you very much for having me here. All right, so the topic that I’ll talk about today is mostly going to focus around the charter school teacher retention. We can go to the next slide.

Michael B (05:23):

Yep.

Tuan Nguyen (05:25):

All right. So, you know very well that there’s been so many reports about teacher shortages across the United States, right? In response, states have lowered the requirements for certified teachers and substitute teachers. We’ve tried to use retired teachers. We have asked administrators to come in and teach the classroom. We’ve even asked parents and even a national guard to step in to fill these shortages. At the same time, we know that there’s been declines in the teach productions and an increase in teacher turnover in part due to the pandemic. The data have shown that over the last couple of years teacher attrition has increased by about a two percentage points. And you might think, “Well, two percentage point, that can’t be that bad.” On average, nationally the attrition rate is about eight percentage points, so an additional or two percentage point, that brings us up to 10 percentage points. That is for a state with say 50,000 teachers, that’s an additional 1,000 teachers who are leaving the profession and that we need to fill.

(06:36):

Some have argued that there’s a national teacher shortage and others contend that there is really an imbalanced distribution of teachers. In other words that we do have teachers out there or that who are certified, but we just don’t have them in the right place or we haven’t provided enough incentives to really bring them to the classroom. As of this point, neither the Federal Government, nor the majority of states really provide and collect sufficient informations that would allow us to know the extent of the shortage. So, we know that states report that there are shortages, but we don’t know the extents to which. It could be short one STEM teacher, or it could be short 150 STEM teachers, we don’t know, so that’s one of the challenges that we have.

(07:16):

Next slide, please? All right, so my team and I, in response to this we dig into news reports and we went to the Department of Ed website and policy reports and research to see what informations do we have in terms of how many vacant positions there are. These are positions that have been posted, job openings would have been posted, but they weren’t able to fill. And we created a website called www.teachershortages.com, very direct, and it is all about what we know in terms of vacancy by state in the United States. You can see here this first map shows you just the number of vacant positions by state. Here in my home state we had around 1,200 vacant positions last year, and in the southeast corner of the United States you can see that in Mississippi, Alabama, Georgia, Florida, there have been over 3,000 vacant positions as of ’21, ’22.

(08:19):

Now, Florida in particular, that has increased to over 8,000 vacant positions as of this year, so this teacher shortage issue is worsening in many states. But you can also see that in some states that there are low number of vacant positions. Like in Utah it’s only about 38 positions that were vacant as of last year. There’s a lot of variation across United States. What is one part of this challenge? Well, you know this well, it is high turnover. We have a substantial number of teachers who leave the classroom every year, and we know that the high level of teacher turnover can negatively influence student learning, all right? Teacher turnover is also very costly to schools and districts. Some estimate put it that some districts can spend as much as $20,000 in order to get a new teacher to come in and train them. And the pandemic has certainly worsened this teacher turnover.

(09:20):

And then we have recent work, however, showing that charter schools in particular have greater attrition and with more effective teacher does a switching to public schools, so they’re leaving the charter school network and going to public schools instead, so that’s very problematic.

(09:37):

Next slide, please? All right. But I do want to be careful in framing this that not all turnover is going to be equally across all different contexts. It’s not uniforms. We know that there are differences in urban, suburban, and rural context, and many of you are in the rural context, so I want to address that specifically. Now, teachers in rural schools are actually less likely to turn over than teachers in urban and suburban areas. That may be surprising to some of you. This is different though for teachers in rural states. This is where you have a very isolated state that are geographically isolated. Then you may have teachers that are leaving those schools more often, all right? We also know that novice teachers and special education teachers are more likely to turn over in different rural contexts.

(10:30):

What’s very disheartening is that black teachers are more likely to turn over than white teachers in rural contexts. And at the same time we know that we need these minoritized teachers to teach the students that they best represent. And then lastly, rural teachers in low income schools and in majority minority schools are also more likely turnover than the counterparts in high income and majority white schools. What that means is that at the end of the day the teachers that we need the most in many ways, black and brown teachers are leaving these schools at much higher rate than the counterparts.

(11:08):

Next slide, please? All right, so this is data specifically about in comparisons of comparing teachers in traditional public schools in urban, suburban and rural context, all right, relative to charter schools. Movers are folks who are going to move from one school to another. They’re not leaving the profession altogether. Leavers, those are teachers who are going to leave the profession altogether, all right? You can see here that when we’re looking at the movers or sometimes called switchers that urban charter teachers tend to move at higher rate. They tend to move from one school to another, sub-urban and rural charter teachers are a little bit higher than compared to traditional public schools, but not that much higher, all right?

(11:57):

The problem is when we look at those who are leaving the professions, so they may join a charter school for two, three years, and then they leave the teaching profession altogether. As we can see on the right panel here, that’s 15% or more of urban and suburban chartered teachers are leaving the school in comparisons to that around the eight, nine percentage points of traditional public school teachers. For those of you who are and living this right now, you know that many of your teachers are leaving the charter school network at a much higher rate than before.

(12:37):

Next slide, please? All right, so what can we do in terms of thinking about how can we keep teachers in our school? All right, so looking using national data, so this is nationally representative data, I look through and see what are the school organizational characteristics that can be increased or decreased that can potentially keep teachers in the school? When we look at any sort of turnover, so this is from the perspective of them leaving your particular school, these are the main three things that seems to be very effective in terms of reducing teacher turnover. If you have higher administrative support, then teachers are less likely to leave your school. If you have more teacher cooperation, then teachers are less likely to leave your school. If the principal has more experience, he’s more effective at turning things around at working with teachers, then teachers are also less likely to leave the current school.

(13:40):

Now, when we break that down and we look at movers and switchers specifically, and this is looking at panel B, the second set of data now, we see that administrative support and teacher cooperation are still significant here, meaning that if we increase administrative support or teacher cooperations, then teachers are less likely to leave your school and move to a different school. But principal effectiveness doesn’t seems to have a positive relationship there, it has a insignificant relationship.

(14:12):

This picture, however, is different when we look at teachers who are leaving the profession altogether. Once again, with better administrative support, and that can come from the principal, vice-principal, then teachers are less likely to leave the teaching profession. Having more teacher cooperation doesn’t seem to make a difference here. What it says here, looking at panel B and panel C together is that when you have better teacher cooperations, so teachers are working together in your school, then they’re less likely to leave your school and move to another school. But it doesn’t prevent it from leaving the school. In other words, if teachers are finding a place where they have good relationship with their colleagues, they want to stay in those places, all right? So, encouraging your teachers to work together to really collaborate, share lesson plans, have shared governance, can keep your teachers at your current school. All right, next slide, please?

Michael B (15:12):

Tuan, can I-

Tuan Nguyen (15:13):

Yes.

Michael B (15:13):

Can I interrupt you for just a moment? I think this is just really fascinating data for a couple of reasons. I’ve been fortunate enough to go into dozens of schools at this point, and one of the things that I’m always struck by is just the feeling of being in a school. There are schools where you have, I mean, for lack of a better way of describing it, and I hate to go sort of shorthand, blase here, but there are schools that have good vibes and there are schools that don’t have great vibes. And I think what you’re hitting on is this idea of administrative support and that collegialness of your colleagues helps a lot, especially when we’re looking at this panel C data. And I know as a data analyst, you’re probably a little discouraged with the way that I’m describing it, right? With this idea of vibes. But I do think it speaks to that idea of feeling that support as a community around administration and their team of teachers.

Tuan Nguyen (16:08):

No, no, that’s exactly right. When these teachers, these schools, they definitely can see that the administrations is supportive of them. And that could mean several different things. That could mean anything from recognizing that the good work that they do in school, the work that they do outside of school. So recognizing that, “Hey, Mr. Smith, he does school engagement or community engagement on the weekends.” Recognize, letting your school know that you value your teachers is very powerful here. And also, sending emails to your teachers, letting them know that, “Hey, we really appreciate what you’ve done and when Mrs. X has to step out and you step up or you took on this responsibility.” Those sort of things may seem small, but it can build that, the vibe and community that keeps teachers where they are.

Michael B (17:00):

Agreed, I’ll let you keep going.

Tuan Nguyen (17:03):

Thank you very much. All right, so now when we look at this and step back and think about what are all the other things that we know from the literature that says that can keep teachers from leaving the professions. My team and I, a couple years ago we conducted a systematic review and meta-analysis of all the literature that exists, empirical literature that exists on the factors that influence teachers from leaving their school or staying in school. And here are some of the key findings that we have from this work. Some of the factors that decrease the odds of teacher attrition, you can see that there are some personal correlates, meaning about the teachers themselves. So, older teachers, Hispanic teachers, full-time teachers, teachers with standard certifications are less likely to leave the professions. Things like the work environment, administrative support, induction mentoring, that’s one thing we haven’t touched on yet, can keep teachers at the current school.

(18:02):

This may seem small, but having teaching materials is important for teachers. If they have to go out and buy their notebooks and calculators and things like that and spending of from 500 to a $1,000 of what little they already earn so that they can run their classroom, that’s going to drive them out of the profession, all right? What else in terms of things that can keep teachers? Teacher effectiveness scores. We, contrary to some beliefs that teacher evaluation is going to drive teacher out of professions, what we see is actually that when teachers are evaluated, they know then the things that they can improve on, where their weaknesses are, where their strengths are. That actually it’s compelling for them, so then they’re actually then are more likely to stay than when they are evaluated. Teacher merit pay can also do this. Higher salary can also do this, all right?

(18:58):

What are the factors that can increase the odds of teacher leaving the profession? One, I want to focus on, or two, will be specialty teachers, meaning STEM teachers, special ed teachers, in some places bilingual ed teachers, and novice teachers are those teachers that are more likely to leave the profession. And in terms of what at the school level, schools that have high disciplinary issues, that can drive teachers out of the classroom, and charter schools that we have talked about before, all right? If you want to know more about what are the general factors that can drive teachers in and out of professions, this will be, this meta-analysis is a great place to start.

(19:37):

Next slide please? All right, now bringing this back once again to the charter context. With some ongoing work right now that I have with some colleagues, this is something that we’re examining, looking at how the level of teacher satisfactions for teachers at traditional public schools and teachers at charter school can change how likely teachers are going to leave the profession, all right? And what we see here, as you go from the left to the right, from how dissatisfied they are on the far left to how satisfied they’re on the far right, what you generally see is that teachers are less likely to leave the profession when they become more satisfied.

(20:24):

Now, the blue line is for public school teachers, you can see that it’s fairly linear, all right? And the slope is negative, so the more satisfied they are, the less likely they’re to leave. But when you look at the red line, the slope is steeper. What that means is that for charter teachers in particular, the more satisfied they are, the less likely they are to leave. A reductions from 50% when they’re really dissatisfied to around just 20% when they’re even somewhat satisfied, then they’re much less likely to leave. That is a nearly a 30% point deduction in their likelihood to lead the professions if they become more satisfied. That’s really, really powerful right there it’s that the more satisfied they are, the bigger the bang you have in charter school relative to public school.

(21:21):

Next slide, please? All right, and then this really breaks it down in tabular form, if you will, regression analysis of that same picture. And what I want you to see is that in that column one of any turnover, you see the places where I highlighted the charter and general satisfaction there, all right? And what this says right here is that the more satisfy a chartered teacher is, than they are less likely to leave the profession, even compared to how satisfied a teacher is at a traditional public school. In other words, this feeling of being satisfied at a charter school has a stronger relationship with turnover than the same satisfaction feeling at a traditional public school. As much as you can, if you can get your teachers to feel that they’re satisfied in their work, even just generally satisfied, not they don’t have to be strongly satisfied, then they are going to be much more likely to stay in your current school.

(22:32):

Next slide, please? All right, here I have some recruitment strategies in terms of how to advertise teachers to get them to come to your classroom. And I know we’re going to touch on this a little bit as well, so I’m going to be very quick about this. One of the things that we found is that ads that highlight the non-materialistic and student center incentive can really be powerful for teachers. So letting them know that they have more autonomy, they have a chance to really build that connection with their students is very compelling for teachers. Ads that can highlight the advantages of rural teaching. For those of you who work in rural contexts, is very compelling than just the salary aspect. A lot of these teachers, they want to come back to teach in situations where it’s familiar to them, where they grew up or where they went to school.

(23:26):

Using employee perspective, that next to last one. Using your own teacher’s words and let them tell their story about why they came to your school and why they want to stay is very compelling, because then prospective teachers can see themselves in that sort of same situation. And there are many others here, but I just wanted to focus on some of those.

(23:49):

Next slide, please? All right, and some of the other things that you can do, and this is sort of more higher level things, is thinking about offering higher pay if you’re able to, relocation bonus if you can do that, definitely include teachers of color in the hiring process. If you have teachers of color or principals of color who are part of the hiring process, then you’re going to be more likely to attract other teachers of color. And then you can build up this sort of a critical mass of teachers, administrators in your school. That would then also help with not only recruiting more teachers to your school, but also retaining them at your current school.

(24:32):

I want to point out that novice teachers and special ed teachers in particular need additional support, especially in their first couple of years at your school in order to feel comfortable, to feel satisfied so that they will stay at your current school. And for districts that are geographically isolated or in rural context, you might want to consider pulling your resources together so that you are recruiting teachers to that general area and providing PD together so you reduce cost.

(25:05):

Next slide, please? All right, in terms of administrators and what many of you can do. One of the things we’ve found is that teachers are pretty honest in terms of their intentions about what they’re going to do. If you can gauge their intentions and their satisfaction in the fall, then there are things that you can do to change that in the spring to keep them at your school. So teachers, if they’re saying they’re dissatisfied with their workload, or if they are overwhelmed or scared about the circumstances around your school or about COVID, there are things you can do to address them. Hear them out, listen to them, and as much as you can, if you can change it and get them to participate in that process, it’s going to help them stay at your school. Thinking about the things that you can do to address the concerns about teaching next year will be really, really important.

(25:57):

And once again, shared governance, shared decision-making powers also really helps so that teachers become a part of the community, they have the power to change some of their working environment. That helps them a lot. All right, so that’s it for me and we have more information coming up for you and I’ll, I’ll be glad to take your Q&A later.

Michael B (26:21):

Lovely, so while I stop sharing and we allow Dr. Pullins to share her screen, I screen, I do have a quick question for you, Tuan, and that is this. We got a question specifically around your meta-analysis. Do you have any insights within that meta-analysis that explains any specifics around why Hispanics teachers may stay? Have you been able to slice that data at all or seen data that would provide some suggestions for that specific demographic of teachers?

Tuan Nguyen (26:54):

Oh, so that’s actually a really good question of why Hispanic teachers are more likely to stay relative to the white teachers in their school. We don’t have very strong evidence on this at this point, but what could be happening is that a lot of these Hispanic teachers are teaching more students who are also Hispanic. So there is that idea of representative bureaucracy sort of backwards, to where they are serving the students that they know, so then they’re more likely to stay in their context. But this is an area of ongoing work where we’re trying to see what exactly is compelling to Hispanic teachers that are keeping them at their current school, but doesn’t work in the same ways for say like black teachers or Asian teachers. There are certain things that we know that needs a whole lot more research in order to break down and see what exactly is that we can change to do this better.

Michael B (27:51):

Great question. Got it. Thank you for that answer. It’s very helpful. Marlon Navarro asked that question and she just let us know it was very helpful. Thank you for those insights. Okay, before I turn over the floor to Dr. Pullins, I know we had a few questions related to accessing the webinar via phone. I’m going to ask my colleague, Isabella, if she can just drop those directions into the chat for those of you that may need to access via phone. And with that, Dr. Pullins, are you ready?

Charlotte Pullins (28:17):

Okay, let me get ready-

Michael B (28:18):

Lovely.

Charlotte Pullins (28:27):

All right. Am I sharing correctly?

Michael B (28:30):

You got to switch the screens. It looks like, swap displays that. There we go.

Charlotte Pullins (28:35):

All right. Swap.

Michael B (28:35):

Here we go.

Charlotte Pullins (28:35):

There we go.

Michael B (28:57):

That’s perfect.

Charlotte Pullins (29:00):

All Right.

Michael B (29:00):

Take it away.

Charlotte Pullins (29:01):

All right. Thank you everyone for coming out. I’m going to be taking over and talking about teacher retention strategies. I will be giving you teacher retention strategies that are focused on teachers of color, but also teachers in general. First thing I want to say is that a lot of teachers come into teaching, so what we’re trying to do is stop the pipeline from bursting, right? Dr. Tuan talked about how teachers are coming into teaching, but they’re also leaving, so plugging that pipeline is going to make a difference. How do we get teachers to stay, especially teachers of colors, and what strategies are we going to use in order to keep them? We need to find ways in order to grow our teachers and also to keep them there, because we’re learning that it’s the Great Resignation. So teachers are leaving for abundance of reasonings, so what we want to do is try to stop that.

(30:05):

To begin with, we talk about healthy culture. Let me go back, my slides are going to fast. Where do we start? Retaining teachers is difficult. Many teachers leave teaching because of things like life circumstances. But one thing we need to make sure we understand, are they leaving the profession or are they leaving your school? If they’re leaving your school, you need to be able to determine, does your school have a healthy school culture? Do the teachers have relationships with each other? Are they able to give feedback? Do they feel emotional and physically safe, especially for teachers of color. Those are going to be some paramount, some important things that you need to know.

(30:55):

Now, one way to gather that is to ask teachers through exit surveys, through also through exit interviews. When you have exit surveys and exit interviews, what you’re doing is you’re trying to figure out why are people leaving your school? And that is so important to, if you’re going to retain teachers, especially teachers of color, if teachers of color are leaving, then why, what is their reasoning? They’re going to need to have someone who’s going to be able to do quantitative and qualitative reviews in your school in order to understand that, I think that’s the crux of where you need to start. You need to interview, you need to survey, and you need to understand. From that understanding you’re going to gain what, I call it three aspects of why teachers stay, value, autonomy, and voice. When teachers feel like they’re valued, it brings more to your school. I love this quote that I have. “People will forget what you said, but they’ll never forget how you made them feel.”

(32:04):

And that goes so far when it becomes to teachers and when it comes to teachers of color. Value is one thing that is very important. And also, there’s three other critical components, belonging, support, and psychological needs. Those three things are what your school needs to be honing in on. So, you want to create interactive activities where teachers can bond, establish relationships with teachers, especially teachers of color. Are you going to eat with them? Are you going to create shout-out boards? Are you going to do peer-to-peer notes? All those things will help foster belonging and make people feel like they’re valued at your school.

(32:46):

Another aspect is support. What supports are you offering? I know Dr. Tuan talked little bit about support, so are you connecting teachers with veteran teachers? Are you connecting teachers with mentors and instructional coaches? All those things are going to make a big difference in how people feel at your school.

(33:07):

Another thing addressing psychological needs, and I’m going to go more in depth with this for teachers of color, but in general with your school culture, are you addressing the needs of the teacher? One thing I know that works, and we’ve done it at our school, we started talking about Second Step, a program that helps you, helps teachers and adults with social-emotional learning. Now, we know that a healthy teacher produces a healthier classroom so that especially in the times of COVID where teachers were very isolated, they’re coming back into school with these psychological needs that schools are not trying to help or invest in. I’m going to go more about that. You can do SEL workshops, you can do adult counseling.

(33:58):

Does your school offer free counseling for teachers? You should. Teachers are in need of that. Like I said, healthy mental teacher, healthy school classroom. There is a correlation between them. Then when we continue to talk about value, we have to talk about autonomy. We talked about that a little earlier. Remember, teachers like autonomy, control leads to compliance, but autonomy leads to engagement. So, you’re going to allow teachers to be more creative. You’re going to, remember balance is better and you’re going to encourage them to think outside the box. But I understand with administration people get a little tense when you say give teachers autonomy. It is not about letting teachers have free reign over their classrooms. It’s about, and that’s why I put those guidelines in there, administrator guidelines. When you give autonomy, set guidelines, “Okay, you’re going to teach, but you’re going to start at this time. We’re still going to keep the curriculum.” But remember to focus on the big picture. When teachers and administrators focus on the big teacher picture, which is student learning, then that allows for people to be more innovative.

(35:13):

It’s going to help with diverse student needs. Diverse students, students learn and teachers teach in different ways. It just gives them more autonomy. Also, you’re going to seek feedback. Once you give a teacher the chance to do something, give them … Let them tell you the reason why, but also ask them for research. You want to know what’s behind the needs to change something. But autonomy allows teachers to feel more comfortable in your school. And like Dr. Tuan said, when teachers are satisfied, then they stay. Then another thing is the teacher’s voice. People don’t quit their jobs, they quit their bosses. I hate to say that, but it is true. So when you address, and Dr. Tuan talked about it, you need to address teacher’s concerns early. I love that. But also, remember those exit surveys. So this is not the one time thing, it’s twice at least you should be doing that.

(36:18):

You should ensure people’s voices are heard, especially with minority teachers. If you have a minority teacher or a teacher of color who is in your school, your charter school, and they’re the only one, they probably won’t have such a big voice as someone else, so this is your chance to include everyone in discussions. I’ve been in meetings where only certain people talk, okay? That’s a problem. How can you fix that? You can ask everyone to give their answer. And if some people are shy, especially teachers of color, you want to be able to give them another option of anonymous polls or anonymous surveys, sticky notes with no names, voting in other different kind of ways. But it’s going to allow them to give a voice in your school, and that’s going to come back to value that we talked about earlier. Make sure to share input and solutions and that will help your school as well.

(37:23):

Now, we’re going to go into teacher of color recruitment. People always ask me, “Well, where do I find teachers of color?” There’s numerous places to find teachers of color, specifically online African American or Hispanic teaching groups, sororities or fraternities. Go to those colleges, go and grab those teachers out. That’s where you’re going to get your teachers. Remember, if you can get a teacher to student teach or even another thing, a intern at your school, you’re going to grow your pipeline. You are going to get the teachers that you’re looking for. And research does say, when a teacher teaches, a student teaches at a school that they are more likely to stay in that same kind of school when they’re done with student teaching. If you want them to grow them at your school, okay?

(38:21):

You want to try HBCUs or Hispanic, predominantly serving institutions. Teach for America turns out a lot of great teachers. Pathways to Teaching program. Check your local state for other different maybe teaching groups that you may have online. I found so many teacher groups that are online. Now, another thing, now, we talked about recruitment. Now there’s one thing to recruit teachers, but there’s should be a process that you’re putting together. So here’s a six-step process that will allow you to recruit teachers of color. Step one, recognize. Step two, analyze. Step three, redesign. Four is implement. Five is communicate, and six is monitoring review. I will give you access to this so you can go over this. You need to do this with your hiring committee, not just one person on your hiring committee that’s a teacher of color, but multiple that could be in administration. If you don’t have administrators who are teachers of color, then you need to have teacher review teams so that everyone has a voice.

(39:37):

Now, here are some specific strategies to use for teachers of color. You need to protect psychological safety. We know that there’s, in the past there were times of social crisis. That’s when you need to check in on those teachers of color. No long conversations, just emotional check-ins just to see how they are. The show that you value, goes back to value, it goes back to value with them. And then you want to create allies and mentors. And there’s a difference between a ally and a mentor, totally different. A mentor can be someone, teaching the teacher, shows them the ropes, a new teacher, but an ally is usually not someone who’s a teacher of color and a teacher of color. You need someone that is not a teacher of color with a teacher of color as an ally. I’ve had allies in my past. Those were the ones where if I couldn’t speak, they would speak up because they were more comfortable with speaking up. So, make sure you have some of those pairings.

(40:48):

Then you have teachers of color in higher positions. We always say that that’s going to keep, we are going to keep saying that. Coaching, hiring, instructional coaches, all those things creates a wealth of diversity. Now, staff training should focus on belonging. Now, when you have staff training that focuses on belonging, it doesn’t have to be something that’s mandatory. People always think it’s you have to do that. You do not you. What I suggest is that you have optional paths for teachers to be independent of. They can choose, give them the choice. Choice really is really important. If they want to do the DIB path in professional development, that’s something I would say you can do. It could be books, it could be videos, it could be podcasts, all those different things.

(41:43):

And you’ll be surprised. Some people want to know more, and then you’ll have some who don’t want to learn more, which is also okay. Now, in general, all teachers need growth opportunities. Even minority teachers, teachers of color. Allow teachers to lead professional developments. Give the people who usually don’t try a chance because it’s going to give them pride of the profession. You want to give a kind of distributive leadership plan, not autocratic where you’re just telling them exactly what to do, but some way to get them involved. When teachers feel like they have a voice and they have some sort of buy-in, that’s satisfaction. That’s one way you can get them to stay. Remember, I’m going back to teacher wellness because that is so important, especially for teachers of color, especially a couple years ago. And you want to incorporate that social emotional learning into your schools.

(42:47):

What we did as a school was create a, we bought a program called Second Step. It’s a great program that we use for our adults. And right now we’re going over stress. What is stress? How to handle stress with colleagues. All those things will help a teacher in their mental wellness. Then I want you to craft a school environment. This is where that satisfaction comes in. Respect, encouragement, but do things like teacher lunches, pancake with the principal. You know what we had? We crafted our school environment to include games. We did a minute to win it game at the beginning of the year, but it was so impactful because it allowed people to talk to other people they usually wouldn’t talk to. They had a fun activity to do. But remember, whatever you can do to build that culture, that environment, that healthy school culture will go a long way when it comes to satisfaction.

(43:49):

Then last, you want to create change ages. You want meaningful, innovative ideas. Allow people to go on school walks, learning walks, visit classrooms, see how another teacher’s doing. That builds not only autonomy, but it also builds and encourages Leadership, encourages change, but they become change agents. They’re looking at ways to improve themselves. That gives more satisfaction.

(44:19):

Now, another thing we’re talking about is money. Now, I know a lot of people don’t have money to just give out the signing bonuses, but you also can offer one to two year contracts. Try things like paid COVID days, add PTO days, give them a chance to go to conferences and opportunities paid or just the time off. Dress code changes, jeans, increase prep time. And lastly, late start times. These are all ways that you can infuse money or just different retention strategies to create satisfaction with employees. And in summary, remember teacher turnover’s costly, but you want to give people the opportunity to have a voice. They need to feel valued and they need autonomy. And that goes across the board for teachers of color and all teachers. But if you can focus on those things and think about those things, you’ll create a school environment that is outstanding for teachers of color and every teacher. Thank you.

Michael B (45:38):

Thank you, Dr. Pullins. We appreciate that and can’t wait to share both of your slides with everyone. There’s been a lot of questions about if you’re going to get the slides, the session recording. Yes, you’re going to get all of this as soon as we wrap up today. We’ll package it up and get it into your inbox. I have a couple questions to start, but would love for, if you do have any additional questions, please feel free to use our Q&A feature here on Zoom. I want to go back really quickly, Dr. Pullins, to your conversation about autonomy, because I think this is such a keen insight.

(46:13):

I was with Dr. Wes Graner, who is the executive director of STARS, they’re a charter school, performing arts charter school based in Vass, North Carolina. And we were just having a conversation about how he has grown the school from 220 so students to now they have 880 on a wait list. And one of the things he said to me that I thought was so insightful was, he’s like, “I’m here to create the vision, which creates the structure, but I’m here to allow the teachers to create the path from that vision.” And I think that’s such an insightful statement, because it speaks exactly to what you just mentioned. I would just love your thoughts on that?

Charlotte Pullins (46:52):

Definitely. I think autonomy allows teachers to just be creative. Teaching is a creative field. People usually come into teaching because they have creative minds. So, when you allow teachers to be creative, to do things differently, they notice, you have to know that teachers know what to teach best in their classrooms, what’s best for their students. Every classroom is different and every year students are different. When you give a teacher autonomy, they flourish, they grow, they feel valued. They feel like you are giving them a voice in how the school is run in a certain way. Remember, I said there are administrative guidelines that you have to do with autonomy, but it is a great way for school districts to give teachers value.

Michael B (47:48):

Yeah, such good insights. I have a question for both of you. This comes from Kathy Emerson. She asks, or they ask, I should say, “Is protecting psychological safety two-pronged? Checking in on emotional wellbeing shows care, value, humanity, but should it be paired with resources if more support is needed?” She mentions SEL is a great approach to understand, SEL and taking care of teacher wellness, but what if more intensive support is needed?

Charlotte Pullins (48:20):

I can answer that. I have had, in my job I do a lot with belonging and how teachers feel. I have had teachers come to me with suicide emergencies. You have to be aware that there’s a whole spectrum of teachers who are teaching at your school. You should have resources available for them. Like I mentioned, we have a free counseling service. Just the other day I signed a teacher up for those free counseling service. Someone has to be the gatekeeper of the resources for teachers, because it allows them to feel comfortable and know that someone they can talk to and that there’s no stigma to needing help in as a teacher, because teaching is a hard job. Have someone, designate someone they know they can talk to. Have a resource packet ready for them where you can give them and let them know, “Here’s something we can do for you as a school. We’re behind you and whatever you need, we’re going to try to help.”

Michael B (49:25):

I couldn’t agree more there.

Tuan Nguyen (49:27):

Yeah.

Michael B (49:27):

Go ahead.

Tuan Nguyen (49:30):

To that point, when you think about this, it’s like you can either pay, putting resources and money up front to keep your teachers where they are. Keep them happy, healthy, mentally well prepared to teach, or you can pay on the backend when they leave and you have to find someone to take their spot. And I can tell you the evidence shows that it’s much more expensive to do it on the back end. Finding money to do it on the front end is not only more humane, create a better environment, but it’s also better for the school and the district in the long run. It really is. And just one more note, it’s really fascinating to me that a lot of the things that I’m saying and that Charlotte’s saying are very, very similar, they go hand in hand, right? It’s about the community, about the school, mental wellbeing, satisfaction, that if you have all these pieces, then your teachers are more likely to stay.

Charlotte Pullins (50:28):

Exactly.

Michael B (50:28):

Such good insights. And Dr. Pullins, just acknowledging one thing you mentioned that sparked something in my mind, Craig Cason, who runs two charter schools or three charter schools at this point in Atlanta, talks specifically about one of your recruitment strategies for teachers of color, and that was fraternities and sororities. When I was at their school last Friday and the amount of key lanyards that I saw with Alpha Kappa Alpha and Data Sigma Theta, right, Delta Sigma Theta, excuse me. It’s such a good insight that I don’t think people realize there’s just some key things that can help you recruit teachers of color.

Charlotte Pullins (51:08):

Oh yeah. There’s even online, I have to find a resource and give it to you, but if you plug in what state and city you’re in, it will tell you how many Hispanics teachers they serve, how many African American teachers that they serve. It is a plethora of information, but fraternities and sororities is the way to go. Because there’s a network. Fraternities and sororities work as a network. If you tell one person in the sorority, they usually broadcast it, “Oh, this school is looking for somebody.” It is a untapped resource that I think that districts need to do. They need to go into the college. The best teacher you can find is one that you grow at your school. Also, I wanted to say teacher interns. It’s a great way to build teachers, because they’re invested and they stay usually.

Michael B (52:08):

Great insights, for sure. Professor Nguyen, I have a question about the data source that I wanted to address really quickly with you. Specifically the reference to the charter school stats, is that combining, is that all charter, So public or private charter schools?

Tuan Nguyen (52:26):

that’s when we actually a able to compare charter school specifically compared to traditional public school. We have data on both and then we’re comparing against each other.

Michael B (52:37):

Okay, wonderful. Okay, next question. How do you reconcile teacher creativity and autonomy with demands for high-stakes testing and students performance needs in schools? Would love some thoughts there?

Tuan Nguyen (52:54):

I can start with this one. One of the challenges is in an education that we have is that I think sometimes we try to cover too much in our curriculum, and we don’t cover it in-depth. An inch wide and a mile deep. No, you know what I’m trying to say there. We need to give teachers the autonomy so that they can cover the really interesting materials that students then conceptually bring into their thinking and into their work, and not just cover materials just for the sake of covering materials. That doesn’t work. We’ve seen that over and over. It’s when teachers try to teach to the test or try to just cover all the materials, they don’t end up really learning anything.

(53:41):

And the next year, and I taught for seven years, having students who learn that way, they come into the school next year and, “I don’t remember any of this stuff.” Well, why is that? It’s because you only cover the bare minimum. It doesn’t become a part of your thinking. Practice makes permanent. You need to see the materials over and over and over so that you can really, really learn it and not just like, “Hey, one and done.”

Charlotte Pullins (54:06):

Yeah, I love how you said that. It makes me think about the teacher I learned from the best. I think he was the autonomous teacher. It was a science class in high school, and he came out as an instructor from a foreign country, and he had changed his accent and he had put on different clothes, but it was so different than what we were used to. No other teacher was doing that, but we learned so much. And that’s just one example. But teachers need the autonomy to be creative. And like I said before, they know their students, but you still have to teach for the standards, not the test. If you teach for the standards, you’re going to stay on course. And that’s where a lot of, like Dr. Tuan said, there’s a lot of people who teach for the test and they miss out on all those great standards, because they’re teaching for the test. Give them autonomy but also hold them to teaching to the standards. If you can do that, they can be creative and still cover everything you want them to cover in your district.

Tuan Nguyen (55:18):

So to add on to that, so if you are visiting a teacher’s classroom, don’t check to see did they hit all the objectives that are supposed to hit on that particular day. And just like checkbox, right? It’s more a matter of like, “Hey, did they build this in?” Make it in-depth so that students can make connections to what they learned previously and make connections to their lives and how it’s meaningful? Looking for those meaningful pieces are much more important than did they cover factoring today? Did they cover looking at linear functions, right?

Charlotte Pullins (55:52):

Yeah.

Michael B (55:54):

Thank you for those insights. Next question, “Are there any cultural surveys or diagnostic tools that can help us administer to our staff?” I’m assuming Dr. Pullins, you may have some thoughts there.

Charlotte Pullins (56:06):

Yes, there is. I can give, Michael, I can give you that link for that. We did a survey at our school at the beginning of the year on culture, so you will get data back from that, and it’s one you can use freely. It’s a free survey that you can take, and I advise you to do that so you can see the culture, you can see what people’s thoughts are and where they are as far as their cultural awareness. So yes, there are surveys to do that.

Michael B (56:37):

Appreciate that. Okay, I want to be respectful of both your two’s time and everyone that’s joining us today and wrap up on time. For everyone want to mention that we will be back on YouTube with Dr. Pullins this Thursday. I’ve just dropped that link into our Zoom chat. Feel free to subscribe to the channel. We do a weekly Thursday Live on all things enrollment marketing, but we’re shifting the conversation to teacher retention on Thursday. We would love to see you there, and Dr. Pullins will continue to answer your questions there.

(57:08):

I want to say big thanks to both Professor Nguyen and Dr. Pullins for joining us today. It was a true pleasure working with both of you on getting to this date, and I know these slides and your thoughts and insights are going to be incredibly impactful for all 450 of the registrants of our webinar today. Thank you for joining us, we appreciate you being here.

(57:29):

As always, we are Charter School Capital. We appreciate your time and attention. If you need any resources that can help you get where you’re going as a school leader, feel free to drop onto charterschoolcapital.com. We’ll see you in a few weeks for another webinar. Check your inboxes from our team and you’ll get that invite. And otherwise, please feel free to join us every Thursday on YouTube, 10:00 a.m. Pacific, 1:00 p.m. Eastern. Will be back this Thursday with Dr. Pullins. Thanks so much, everyone.

Tuan Nguyen (57:56):

Thank you.

Charlotte Pullins (57:57):

Thank you.

Join the experts as they answer all your questions live on Thursdays on YouTube at 10am PT / 12pm CT / 1pm ET. Charter School Capital – YouTube

In this week’s session, Michael Barber and Ashely McQuarrie discussed social media, website best practices, and pay-per-click ads. You can watch the recording here, or read the transcript below.

Michael B. (00:18):

All right. Hi everyone. Welcome to our weekly Thursday series on all things enrollment marketing. I’m Michael Barber and I’m joined by my colleague Ashley MacQuarrie. Ashley, how are you?

Ashley M. (00:28):

Hey Michael. I’m good. Hi everybody.

Michael B. (00:31):

So good to have you on today. Hey, we do this every single week. For those of you that have been on this journey with us last few weeks, we’re here every Thursday for 10 minutes talking all things enrollment marketing. Want to let you all know that we’re taking a little break on the enrollment marketing topic next week. We will have Dr. Charlotte Polands here. She’s an expert on teacher retention, specifically teacher retention for black and brown school leaders. So we will have her here, answering all your questions related to a webinar we’re doing on Tuesday. If you need more information, just drop your question to the chat. We’ll make sure you’ve got that URL.

(01:06):

But we’re going to spend the next nine or so minutes back on our main topic of our weekly Thursday chats around all things enrollment marketing efforts. And Ashley, I know our team, your team did two webinars over the last two weeks. One for the Texas Charter Schools Association and another for the Illinois network of charter schools. I would love your perspective, what did you hear from school leaders? What questions are they asking you on these webinars?

Ashley M. (01:31):

Yeah, yeah. One of the questions I’ve been hearing is what social media accounts should charter schools be on? And that’s a really common question. I think especially when a social media channel like say TikTok starts gaining traction, is like, do I need to be doing that? And I think the answer, what I shared in the webinar this morning was it really just depends on your community. It’s always going to go back to where is your community and what do they want from you.

(02:00):

So it may be that you have families who are really active and engaged on Facebook. Maybe you have older parents or even grandparents who are really involved in their children’s education, their student’s education. And maybe they prefer to get their information from you on Facebook or maybe you’re actually speaking primarily to students themselves. And so they may very well be on Instagram. If you’re speaking to high school students, they may also be on TikTok. And so that could be something to begin testing the waters. I think what I shared is we’re here on YouTube. YouTube is the most popular social media account for kids and adults. So if you were going to pick a new platform to really start paying attention to, I would say schools can get a lot of value from posting video content on YouTube this year.

Michael B. (02:48):

I think it’s such a good point you make, I was actually, we had a little community meeting in my neighborhood yesterday and definitely some diverse voices at the table in terms of ages and backgrounds. And one of the things that was a common theme was that all of us, depending upon age or demographic or background, use different platforms to communicate. So when someone was like, “Oh, we should have a Facebook community group.”, there was someone sitting there that’s like, “I’m anti-Facebook I’ve not been there for a couple of years. I’m on Instagram.” To which I’m like, “That’s still Facebook.” You have to be the marketer in the room that’s like, “That’s still Facebook.”

(03:25):

But I think it’s such a good point from an enrollment perspective to understand, hey, depending upon who is helping your kid make a decision on school, they could be in different places. And as school leaders, we’ve got to figure out like, okay, if we’re trying to attract the student audience, we’re probably going to be in a different place than if we’re trying to attract a parent and/ or a grandparent audience. And so it’s nice to hear that that’s reflected also from an enrollment perspective. And we got to give a quick shout out to Bruce in the background here. Your pup just made a little appearance, such a cutie pie that cannot go acknowledged. We are a dog company for sure. And so just give a little shout out to Bruce.

Ashley M. (04:09):

[inaudible 00:04:10].

Michael B. (04:10):

Yeah, okay. Let’s get back to questions. I know there was another one that came up related to search marketing efforts and would love you to hear what that perspective and question was during these conversations.

Ashley M. (04:22):

Yeah, we’d been talking about really the value of SEO as well as the value of some paid search efforts like pay per click, Google campaigns. And the question, and we get this question a lot with all sorts of things from websites to social, is do I really need to hire a vendor to do these things for me? Can I do SEO and PPC on my own? And the answer is if you have the bandwidth and the know-how, certainly. If you’re a large organization that has the ability to invest in somebody in-house who can do that marketing and has the expertise, because it’s always a really rapidly changing technology. And so the tactics that we’re using are often different.

(05:03):

So if you have somebody who knows how to do it, can keep up, you could probably do it in house. If you’re a one person show and you’re trying to do it all and you have so many other things, more important things really like educating kids, then you probably do want to invest in a trusted vendor. And that’s really why we created this enrollment marketing program because we know that school leaders have more important things to do than mess around with paid search and try to figure out SEO keywords.

Michael B. (05:36):

Yeah, I couldn’t agree more. I think that the good news is, if there’s any good news is that to their credit, Google and Meta and Twitter and other places and TikTok have done an extraordinary job over the last decade or so making these platforms as user-friendly as possible so that the average individual who doesn’t have a lot of technical knowledge could hop in and create these campaigns. My lesson learned is that usually if you’re not engaging an expert, you can use these platforms really, really well, but what you will end up doing is probably spending more. And I would love your perspective on that is just how you’ve seen as we have approached schools, there had to have been old accounts that you’ve hopped into and optimized and what the impact when you have an expert involved in that management does for a school.

Ashley M. (06:26):

Yeah, yeah. We do sometimes work with schools who have played around with search campaigns and sometimes they’ve reached large audiences. But something that I’ve heard often is yeah, we tried this and we didn’t really see anything or we reached a lot of people, we got a lot of interest, but none of it actually turned into enrollment. So maybe they weren’t quite reaching the right people. And if you’re paying per click, you want to get the right people clicking. So yeah, I’ve seen that sometimes schools are spending money and they’re getting a lot of views or they’re getting a lot of traffic, but it’s not really turning into anything. And our goal is always if we reach 50 of the right people that actually end up taking an action and enroll, that’s better than reaching 500 people who don’t take any action. So we don’t-

Michael B. (07:18):

Yeah. I agree. Don’t you’re going to overspend and not target the right audience for sure.

Ashley M. (07:24):

Absolutely.

Michael B. (07:25):

After that, staying on the pay per click opportunity for schools, one of the things I know we’re always advising school leaders on is landing pages and what they can do. Because search half the battle when you’re running paid media campaigns, when you’re investing dollars into display ads or search ads is making sure that when someone gets to your website, they’re going to convert. Any best practices there that you could share for school leaders?

Ashley M. (07:49):

Yeah, I mean really a landing page should give just a high level overview of your school and your differentiators and what you offer as well as really easy to take next step, how to get in touch with you. So we always include an interest form with just the bare minimum of information you need from a family to follow up with them. So it’s usually name, an email or phone number. Sometimes we don’t even require both, we just require one because we work with schools where they’re like, sometimes our parents don’t have email addresses, everything’s on the phone. So just keeping it really simple, we don’t include a lot of other links on our landing page because we want them to only take one action and that’s just fill out the form and get in touch.

(08:33):

So we don’t necessarily want to include links to other pages on the website because we know sometimes they’re not going to come back. And the other thing that that’s really valuable, again going back to video is including a video on your landing page is a really good idea. And then just lastly, making sure that if you’re running search ads or social ads, that the copy on the landing page is very similar to the copy that’s in your ad so that people know that they’re in the right place because they clicked on this ad that said one thing and they’ve landed on a page that says the same thing and they know how to take the next step.

Michael B. (09:08):

Yeah. Such good advice. I’ve got a follow up question. I’m just going to ask people if you’ve got any questions for us today, we’re here every single week on Thursday at 10:00 AM Pacific, 1:00 PM Eastern. Would love any questions. Otherwise I’ll end with this for our chat today as we’re getting up to that 10-minute mark on those landing pages, I know it’s important to provide a hierarchy to get someone to do what you’re doing. Can you talk about how we think about that hierarchy?

Ashley M. (09:37):

Yeah, so we are always using our story arcs to develop the content on our landing page. And we’re keeping it pretty simple. So we’ll typically have just a high level overview of the school and who they serve, and then some bulleted list items about what they offer and then some other kind of call outs. We like to include data about their graduation rate, for example, or a small class size ratio, any sort of numbers that we can include, especially if we can include them visually on the page, we find that helpful. And then, like I said, maybe a video and some testimonials so that social proof, but we also always keep that form at the top. We want that form to be right at the top, what we call above the fold. So before you even start really scrolling, you see that form and you can take that step even if you don’t explore the rest of the page.

Michael B. (10:39):

And one tip I know your team has shared with school leaders, because I’ve heard it in presentations from them, is if you ever have a concern of what bullets should we include, what questions can we answer? Best tip you can tell is like go ask your front desk admin what are the 10 questions that you get from perspective parents when they’re calling or from forms you may be getting on your website or for conversations that you have during open houses. Those are literally the best insights because you help answer those questions right away on that form. And that helps generate some sense of trust and hopefully leads to that form getting filled out and maybe a kid that joins your school. So if you’re ever wondering what sort of questions and bullets you can answer on that sort of landing page, that’s a great place to start.

Ashley M. (11:26):

Yeah, absolutely. You can just remove their questions right off the bat so that they feel confident in just filling out that form and taking that step and they don’t need to get other questions answered first.

Michael B. (11:37):

For sure. Well, that takes us up to 11 minutes after the hour. So we’re done with our 10 minutes this week. We hit some good questions. As a reminder, we will be back here next week with Dr. Charlotte Polands on all things teacher retention, which will be a follow up YouTube live from our webinar that’s happening on Tuesday. That webinar is at 10:00 AM Pacific, 1:00 PM Eastern. And then we’ll be back here on Thursday on YouTube live, taking your questions on all things teacher retention.

(12:03):

We have close to 350 school leaders joining us for that conversation. So hopefully you’ll be there. If you have or would like to sign up to join us or get the recording, just head over to charter school capital.com. And then Ashley and I will be back with one of our colleagues, Nikki, one of our graphic designers that works on our school’s branding and design efforts. Nikki Blaker will be with us on Thursday, February 2nd, to answer all your design and brand questions. So we look forward to seeing you there. So until next time, I’m going to say bye to Ashley and bye to you all and have a great week.

The Dewey Awards are all about honoring the teachers who make a difference in our lives. Every year, charter leaders, students, and parents across the country enter their written and video submissions celebrating exceptional teachers. Named for Mr. Richard Dewey, a teacher who made a difference in the life of CSC’s founder, three entries are awarded a grant of $1000 to a charter school of their choice. Although we only select three winners, each of the entries is inspiring and worth sharing; this week we bring you a moving written entry submitted by April Holthaus celebrating her teacher, Mrs. Kehr.  

—————————————————————  

“My eight year old recently shared a story with me about how powerful words can be. From a video he watched he said, the teacher took out a piece of paper and told his student to throw insults at it. Words such as, “”You’re not good enough. “”You’re ugly.”” Etc. The teacher then proceeded to crumple up the piece of paper and then asked the students to apologize to it. They did as requested, then he opened the paper back up and asked if the paper looked the same. They shook their head because what once was a flat, pristine sheet of useable paper as now bent and wrinkled. 

Growing up, my parents divorced when I was young, and we moved…a lot. From third grade to high school, I had gone to nine different schools and I was always the new girl. The girl who would show up in the middle of the school year. The girl who wasn’t a part of some already established friend group. The girl who got teased because of the clothes I wore or the way I had my hair. The quiet girl. The lonely girl. The girl without a friend.  

Bouncing from school to school, made it difficult not only to make friends, but retain any of the material being taught. I did horrible in math. Horrible in reading. And overall, I had no enjoyment in learning. In truth, I even failed fifth grade, but due to moving from school district to district so many times, it was never caught and I was enrolled into sixth grade without having to repeat fifth all over again. That is when I made a decision to move out of my dad’s and in with my aunt who had a stable home so that I could go to the same school for middle school and high school. A decision I thought made sense but made it all the more difficult.  

My extended family often ridiculed me. Telling me that I wouldn’t amount to much. That I’d most likely never graduate and wind up a teenage pregnant statistic. That I’d never go to college because we were too poor and I wasn’t smart enough. I was still the quiet girl in high school, but I used my creative writing class with an amazing teacher, Mrs. Kehr, as an outlet. In the class, we were able to write our own stories and journal entries so I wrote about my life and difficulties. Mrs. Kehr was very moved by my stories and thought I had put into them. She believed in me and told me that I was a writer. I told her that I’d never get into college because of money and that my grades were bad, and she took me under her wing. She helped me find scholarships, small amounts, but ones I qualified for and in which I had become a recipient for three of them in total. She even signed me up to tour colleges. And I knew that my goal and focus was to prove everyone wrong. My family. Old friends. Old classmates. I was going to prove to them that I was going to be somebody someday. 

I look at my life now and those in my past, and I have proven to them and myself that I could go far. I now have a great career. I have self-published twelve books with many more to come. And now I have a family of my own. I think Mrs. Kehr would be proud of the person I have become. While I had no one on my side for support, she dared me to dream. But without the love, motivation and support she had shown me and taken real interest in me, I may have ended up just being that crumpled up piece of paper.” 

It’s happening across the country at an alarming rate: teachers are leaving the profession. According to a survey by the American Federation of Teachers, 75 percent of pre-K to grade 12 teachers said teaching conditions have gotten worse over the past five years. A similar percentage of teachers said they wouldn’t recommend the teaching profession to a prospective new teacher. Other large surveys by the National Education Association and RAND had similar findings. On LinkedIn, a large community of users who are “open to work” celebrate with the hashtag #transitioningteacher when they are hired outside the classroom.

Teacher Retention blog - 75% of teachers stat

Teacher shortages have happened before, but this one feels different for many states and districts.

How does the teacher shortage look across the country?

While there were 3.5 million teachers in 2018 in traditional public and charter schools, there is no comprehensive national data about teacher turnover during or post-pandemic. To understand what’s happening at a national level, we can examine statistics from smaller surveys.

Here are a few statistics from around the country, collected by Fabiola Cineas at Vox:

Teacher Retention, state of Florida with blue background showing the 8,000 teachers who have resigned in the past year

Empty classroom with text in front, saying "1 out of 5 classes in California were taught by under prepared teachers in 2020-21"

Dr. Richard Ingersoll, professor of education and expert on the country’s teachers, said in a conversation with Vox that “high-poverty, high-minority, urban, and rural public schools” have had among the highest rates of turnover. The implications of these trends are particularly alarming as they affect student outcomes; teachers are, of course, the heartbeat of nourishing learning environments, making a huge difference for kids.

This data is making school leaders urgently ask: what are the biggest reasons behind teachers walking out, and what can be done to support them so they stay?

To find the answers, you can turn to the experts. On January 24, 10am PT / 12pm CT / 1pm ET, you can join a webinar called Teacher Retention for 2023 & Beyond: How to Build a Lasting Relationship. You’ll hear from Dr. Charlotte Pullins, co-founder of a non-profit that educates underserved children, who has spent over a decade in education. She also is the founder and lead consultant of ELC Training and Consulting LLC and is a certified DEI specialist. Joining Dr. Pullins will be Dr. Tuan D. Nguyen, assistant professor in Curriculum and Instruction at Kansas State University. He studies teacher attrition and retention and the effects of education policies intended for social equity and school improvement.

Together they will answer questions about what can charter leaders do to create lasting relationships with their educators.

You can sign up here for this free resource, or watch on demand.

In this session, Ashley MacQuarrie, Betsy Roberts, and Michael Barber discuss the importance of “Ground Game”—all the marketing you do that isn’t online. They offered great tips for your school’s signage, banners, and yard signs.

Join the experts as they answer all your questions live on Thursdays on YouTube at 10am PT / 12pm CT / 1pm ET. Charter School Capital – YouTube

VIDEO EMBED:

Read the full transcript here:

Michael B. (00:00):

Can you take a second to introduce yourself to everyone on YouTube?

Betsy R. (00:03):

Hi everybody. My name is Betsy Roberts. I’m an enrollment marketing project manager. This is my third season with CSC and I’m very excited to be here.

Michael B. (00:12):

We’re excited to have you. We asked for your presence here today because we want to talk about something that you are incredibly good at and that’s ground game. So we’re going to get into some questions today over the next 10 or so minutes that focus all on ground game for charter schools as they’re thinking about enrollment marketing. And feel free to pop in your questions into the chat. As a reminder, we’re here every week, Thursdays 10:00 AM Pacific, 1:00 PM Eastern, talking all things EM. Let’s hop right into the conversation this morning. Betsy, tell us what ground game means. It sounds like a fancy term, but I would love for you to define it and how you talk to it with charter school leaders.

Betsy R. (00:50):

Yeah, we in enrollment marketing department, we use the word ground game as all the stuff besides everything that we’re doing electronically through the website or through SEO and through digital ads, et cetera. So flyers, postcards, banners, billboards, tchotchkes for signing up, enrolling out of school and kind of everything in between. I mean, it depends what your grade levels are and what people are looking for, but it’s to help with your branding, your marketing and get your message out there.

Michael B. (01:30):

For sure. So there’s a lot of things that schools can be doing when it comes to ground game. Can you talk about the top five or six that you think have been impactful for schools as you’ve been working with school leaders for the past several years?

Betsy R. (01:45):

Yeah, one of the main things that we like every school to have is just a postcard size, little quick facts about their enrollment marketing process, who you are, where you are, [inaudible 00:02:00] that your free public charter school always needs to be highlighted, has your website, has contact information and usually it’s colored. We love pictures of students on there, double side with the top bullet points of your school. And to be able to have that when people walk in or if you’re out somewhere meeting with an elementary school if you’re a middle school, just to have something to hand a little takeaway. So I think that is the main thing that we like all our schools to have is to be able to hand something to somebody so that if they’re going home, they have something to reference.

Michael B. (02:44):

Such a good point. Ashley, do you have anything to add there?

Ashley M. (02:47):

Yeah, I think Betsy’s right on. And we actually really like the postcard. We think of postcards as coming in the mail, but I’ve heard schools really request a postcard, like a thicker card stock because they might give it to their kids to take home. And if it’s a flyer, like a piece of paper, it’s just going to get shoved in a backpack, postcard, something eye-catching, more likely to stick it up on the fridge versus an eight and a half by 11 flimsy piece of paper. So I think that’s great. I think the other piece of ground game too is how you’re appearing in the community. I mean, your signage, a lot of times charter schools that we work with, they might be in more non-traditional spaces that maybe you wouldn’t expect a school to be in. So we do a lot of banners and yard signs and just different things to attract the ye and let people know that you’re a school, that you’re enrolling.

(03:38):

Those quick facts Betsy talks about, often the grid level, maybe tuition fee, something like that just to grab those people when they are walking around on the ground around your school.

Michael B. (03:50):

And one of the things a few of us had the chance to talk about was the importance of signage. The other day we were all gathered having a little meal together and there was a lot of hot debate, a heated debate I should say, about signage. Can you talk about some of the struggles you’ve seen schools have with signage and some of the recommendations our team has made? Because it’s such an important part of having a presence when you’ve got a physical location.

Betsy R. (04:17):

Yeah, that’s so true. When we come in, we like to be really objective and look at the school in a way that no one’s ever seen it before. So the people who work at the school obviously think, “Well, no, that’s school because we see it every day.” But if you look at it as someone who’s never seen it before, it’s like, “Well, is it a school or is it a church or is it a youth center? It’s really hard to tell because it’s not really being explicit.” So we go in and we like to make sure that the signage is very clear. Where’s the entrance? Where’s the parking? Where’s the front desk? Where can I find somebody to talk to? All these things are very, very important as far as getting more kids into seats at your school. You need to be very present in your community so they know who you are, who you’re serving, that you’re a free public charter school, the grades of your students, and how to get in there.

(05:17):

So yeah, like Ashley said, we do banners, we do feather flags, we’ve done yard signs out front. We’ve done directional signs. We’ve had a school that had people walking right past their entrance and into the school next door because that one looked like a school and they were right next door to each other and their enrolled kids were going right into somebody else’s front door so [inaudible 00:05:44] to point out, “This is where you go to check in for this school.”

Michael B. (05:52):

That way finding is so important. You’ve got to make sure you’re leading that experience. That’s something Ashley and I have talked about in weeks past. The experience of enrollment is not just driving awareness, it’s how you go about getting those kids and parents to the school, how you make sure that their experience when they get on property is a positive one. And I’m sure if the signs aren’t great, you’re not leaving the best impression for potential parents and students alike. So important.

Betsy R. (06:22):

So true. If you have a tough parking situation where it’s kind of a mess and no one knows what direction to go, a parent might be like, “Well, I don’t want to have to deal with this at drop off and pick up every day.” So you need to make sure all of those things are working. So it’s part of what we help provide at CSCs enrollment marketing department.

Michael B. (06:43):

None of us are designers, so I’m going to say that out loud, because you have three strategists slash PMs here. People that help the work, make the work happen. But we’ve all worked with designers with different schools, and our team has designers that we work with on a regular basis. Can both of you give me some insights from our designers that we’ve worked with about certain specific things when it comes to signage and it comes to those ground game elements that we want to be cognizant of, like contrasting colors that we need to be able to create that contrast so people’s eyes can see those things, or certain colors that are like, “Absolutely not, we shouldn’t be doing that.” Any thoughts there?

Betsy R. (07:22):

Yeah, I mean, I feel the school colors as far as the branding is very, very important. That’s something that we do in Auditive when we take a school on, is to make sure that their colors are in brand and that they’re consistent. But yeah, definitely large enough to see. Most of our outdoor banners, if it’s in front of somewhere where it’s going to be cars, very, very few words. Basically the school, the grades, the website. So if it’s a banner for someone walking by versus driving by, we take all those things into consideration. I’m definitely not an expert when it comes to colors. That’s why we have such a broad team behind the project managers. We have SEO, we have advertising, we have digital marketing, and a great graphics team.

Michael B. (08:18):

We’ll have to bring some of those team members on board. Maybe that’s our topic for next week that we can talk about. Ashley, I saw you sort of lean in to start some thoughts there. I would love your two cents as well.

Ashley M. (08:28):

Yeah, I was going to say just what Betsy said towards the end there, fewer words. So we’re always looking for ways that we can keep it really simple, keep it really actionable. So we almost always put [inaudible 00:08:42] grades, but also look at the logo. Sometimes the school’s logo maybe has elementary school or maybe has immersion school, something like that that’s a differentiator, but might be really small, too hard to read. So we might look at that and we might use more a simplified version of the logo and put the elementary school piece or the immersion piece, whatever that is, except that it really stands out because you might not be able to see it in that little logo. Or if the logo’s big and really legible and it has high school right on there and you can see it, then we don’t necessarily need to put high school in the text of the banner.

(09:14):

So we’re looking for ways to make it really clear, to use fewer words. And we do use those kind of accent pop colors more sparingly for the things that really need to stand out. We often don’t put necessarily a phone number or anything like that on a big sign because we know that somebody … it does, to Betsy’s point, depend on whether they’re walking or driving by. But we know that somebody who’s driving by is not going to have time to grab a phone number. So with a lot of times those big signage things, we expect to see maybe an increase in organic search terms of traffic for people coming from just Googling the name of the school. So we want that name of the school to be really prominent because that might be how they get to the website rather than remembering a URL or remembering a phone number.

Michael B. (10:00):

Such good points I’ve learned from this conversation from the both of you; it is school name, grades, it is website. Those are the things we’ve got to repeat over and over again. Does it have that information? Maybe that’s our takeaway for this week when it relates to ground game is school name, grades and website. We’re right at our 10. Go ahead Nancy.

Betsy R. (10:19):

Sorry.

Michael B. (10:19):

No, go right ahead.

Betsy R. (10:19):

I was just going to jump in on the logo thing is that a lot of schools that we’ve worked with have logos that they can’t really use anymore because they’re so old and they’re not scalable digitally to be able to put on banners. So our graphics team has recreated so many logos that schools are excited to be able to use.

Michael B. (10:40):

Yeah. If a school doesn’t have an SVG, they need an SVG logo. It’s fancy term for saying something that you could make as big as possible and as small as possible, and it looks clear and crisp regardless if you’re on a website or on a signage or a T-shirt or something like that. You need to be able to scale that logo up and down. Before we wrap up, I’m going to just ask if anybody has any questions, now’s the time. Otherwise, I’m going to ask my last question for the day and that is this. Hot topic related to ground game is clothing and uniforms, whether it’s your school leaders and your teachers that are wearing them or kids and parents potentially. Any thoughts on what schools can do when it comes to uniforms and/or clothing that they’re giving out to help increase that ground game opportunity? I’ll start with you, Betsy. Any thoughts there?

Betsy R. (11:34):

Yeah, several schools, typically schools with lower income families, we give T-shirts out once they enroll and we see those shirts get worn a ton, which is wonderful. We had one school in Arizona that serviced people from the nations, the reservations, the indigenous population there, and the kids that went back to their nations after school wearing the shirts, everyone’s asking about the school. The kids are wearing them on their social media pages. So in that case, it turned out to be like wildfire where the pictures of the shirts were everywhere and we weren’t expecting the T-shirts to get us so much attention that all the high school students were posting pictures of them in their shirts. So you never know which direction it’s going to go. You just have to think about your audience and how it’s going to benefit you, but also benefit your students.

Michael B. (12:37):

Agreed. Any last thoughts there, Ashley?

Ashley M. (12:40):

Oh, I think Betsy covered it. Yeah. A lot of our schools don’t necessarily have branded uniforms. Sometimes they do, but we do see a lot of impact from those T-shirts that students can wear or that they can wear on their free dress day or wear out in the community. And we do just always encourage schools to retain those higher value articles of clothing, swag items for when students enroll. It’s a great thing to include in a welcome packet. We also, to Betsy’s point, with the students in the nations, we also see the opposite. We’ve seen schools in colder areas, rural Ohio, wanting hoodies and things like that because a lot of their kids don’t have winter jackets even. And so you can look at different ways to both make a difference in students’ lives and potentially address clothing insecurities. And also getting your brand out there and it can serve two purposes.

Michael B. (13:35):

Such a good point, such a good point. We’ll leave it there for today on the conversation of ground game because I feel like that’s just such a nice little period to put on that conversation about what branded and related elements and clothing can do, not only for enrollment, but also serving the students in particular areas of challenge. Okay, we’re going to call it a day. I wanted to let everyone know we’ll be back next Thursday and perhaps we’ll touch on a topic we touched on here, which was design. Maybe we can get one of our designers to come join us for our conversation next week and talk all things brand color, fonts and whatnot. So we’ll tentatively say that’s what we’re going to chat about next week. And then I want to let everybody know we’re going to take a little break from enrollment marketing on the 26th of January.

(14:18):

We’re having a webinar on all things teacher retention, what’s happening in the marketplace, strategies and tactics for school leaders to retain teachers. That’s happening on Tuesday, January 24th, 10:00 AM Pacific, 1:00 PM Eastern. You can find all of that information on charterschoolcapital.com in our resources area. Just look for that upcoming webinar. And we will be having Dr. Charlotte Pullens join us on our YouTube live that Thursday, January 26th. So we’re going to take a little break from our conversations on EM and talk teacher retention, which is another challenge that of course school leaders are facing. So we look forward to seeing you next week on the 19th. We’ll talk design tentatively and then on the 26th, we’re going to welcome Dr. Charlotte Pullens for our conversation on teacher retention. So tune in, subscribe to our channel, hit that subscribe button, and you’ll be notified when we’re going live every Thursday, 10:00 AM Pacific, 1:00 PM Eastern. Thanks for taking the time to join us.

On Tuesday, California Governor Gavin Newsom released his proposed 2023-2024 California budget. Unlike last year, when we experienced record surpluses, the budget recognizes that revenues are coming in well below projections and may continue to decline. The budget comes in at $297 billion dollars with a deficit of around $22.5 Billion. With declining revenue, the Governor has made some cuts to existing programs and stopped expanding other programs. 

That said, education as a whole avoids most of these cuts. Proposition 98 is funded at $108.8 billion, which is $1.5 billion lower than last year’s projections but still represents a significant state investment in education. Total education funding, including all dollars, is $128.5 billion. K-12 per pupil funding totals $17,519 Proposition 98 General Fund and $23,723 when including all funding sources.

The COLA, for almost all educational programs and special education, is funded at 8.13%. Along with the Proposition 98 funding level, this is a massive win for the education community. Additionally, the Governor has funded a new equity multiplier at $300 million to provide funds for some of the state’s neediest students. This funding is the culmination of efforts by Secretary of State Shirley Weber and her daughter Assemblywoman Akilah Weber. During her time in the State Assembly, Secretary Weber always authored legislation to provide funding for these students, and her daughter continued those efforts over the last two years. The administration has finally agreed to the funding. The Governor also reaffirmed his commitment to Universal Transitional Kindergarten by 2026 ($855 Million) and strengthening the State’s Preschool Program ($116.3 Million). Additionally, the Governor funds Proposition 28, passed by voters last year. It creates a new Arts, Music, and Instructional Materials Block Grant.

Other education funding of note, includes:

  • Propostion 98 Rainy Day Fund – over $8 Billion
  • Literacy Recovery Emergency Block Grant – $7.9 Billion one-time funding
  • Educator Effectives Block Grant – $1.5 Billion one-time funding
  • $250 Million one-time funding for literacy coaches and reading specialists
  • $50 Million one-time funding for professional development for educators on learning acceleration in math, literacy, and language development
  • $15.2 Million for dyslexia research and screening tool pilot projects
  • $15 Million one-time funding to support 6,000 teachers to receive their supplementary state certification in reading and literacy
  • $10 Million one-time funding to train educators in evidence-based literacy instruction, literacy interventions, and executive functioning skills
  • $30 Million one-time funding for the Charter School Facility Grant Program
  • $3.8 Million to support the K-12 High Speed Network Program (K12HSN)
  • $3.5 Million for all middle and high school sites to maintain at least two doses of naloxone hydrochloride or another medication to reverse an opioid overdose  

Governor Newsom’s budget also continues to pursue the reforms he has targeted for the state’s Special Education Local Plan Areas (SELPAs) by implementing some new proposals. These are:

  • Limiting the amount of additional funding that SELPAs are allowed to retain for non-direct student services before allocating special education base funding to their member local education agencies.
  • Stabilizing current SELPA membership by extending the moratorium on the creation of new single-district SELPAs by two years from June 30, 2024, to June 30, 2026.
  • Increasing fiscal transparency by requiring CDE to post each SELPA’s annual local plan, including their governance, budget and service plans, on its website.

Other than direct funding augmentations, many of Governor Newsom’s proposals will require implementing language in the education trailer bill or bills. Trailer bills are policy bills that accompany the budget, and there are usually more than 20. They contain the actual provisions that will implement the budget’s individual proposals. The trailer bill language should be out in a week or two. 

At that point, the California State Assembly and California State Senate will commence budget subcommittee hearings on the Governor’s proposals. Those hearings will allow advocates to weigh in publicly and advocate for or against the proposals or for changes to them. This process will continue for several months until Governor Newsom releases his May Revision to the January budget. The Revision will account for tax receipts and the state’s current fiscal climate. It may also contain different or additional proposals the administration would like to pursue. The budget will pass on or before June 15, with the trailer bills following that date.

The Dewey Awards are all about honoring the teachers who make a difference in our lives. Every year, charter leaders, students, and parents across the country enter their written and video submissions celebrating exceptional teachers. Named for Mr. Richard Dewey, a teacher who made a difference in the life of CSC’s founder, three entries are awarded a grant of $1000 to a charter school of their choice. Although we only select three winners, each of the entries is inspiring and worth sharing; this week we bring you a story celebrating the Ms. Kanis of Doral Academy Pebble Campus.  

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Sent by Jasmine and Bizi Bedi 

Watch the video to see this heartwarming portrait of the “magic” Ms. Kanis has. “She completely changed Bizi’s life…Bizi thrived…she became excited about school…”