This article by Dr. Ramona Bishop is a repost from EdSource.

By now, many people are familiar with the troubling lack of diversity among classroom teachers in California. While nearly 3 out of 4 public school students are non-white, approximately two-thirds of our teachers are white. Most troubling is the serious lack of Black male teachers, who only make up 1% of California’s teacher workforce. We are beginning to see a consensus develop that says more Black educators are needed as one component of a strategy to help ensure more Black students get the education they deserve.

A bill making its way through the Legislature, AB 520, sponsored by State Superintendent of Public Instruction Tony Thurmond and introduced by Assemblyman Mike Gipson, would provide $15 million in competitive grants to schools that “address a local need for a pool of teachers that can serve the entire student body” with the intent of increasing the number of Black educators in the classroom.

The charter school I helped found serves a student body that is 95% children of color. Black men and women make up a majority of our board of directors. Recruiting qualified Black educators is a high priority for us, and we have been relatively successful. Eighty-five percent of our teachers are people of color, 30% are Black, including 15% who are Black men. I applaud Superintendent Thurmond and Assemblyman Gipson for their attention to this issue, and the bill is a good first step.

What our experience has revealed, however, is that we must do much more to truly address the very real, systemic issues that keep Black men from entering the teaching profession to be successful on the scale that will really make a difference to students of color.

The first issue is obvious, but some would rather not talk about it. While there has been marginal progress in recent years, continued under-education, over-incarceration and other issues in the Black community mean fewer Black men are qualified to teach. California has stubborn and persistent gaps in educational opportunities for Black males compared with nearly every other demographic group.

Subject-matter proficiency rates and A-G completion for Black boys lags badly behind those of white peers. Black students attend and persist through college at lower rates and have fewer professional opportunities. As a result, though they are bright and more than capable, Black men are underrepresented in nearly every profession that requires more than a high school diploma.

Increasing the number of Black men in the teaching profession is no different than increasing the number of Black accountants, doctors, engineers or lawyers. Drastic improvements in Black male education are necessary to improve professional opportunities for Black men everywhere, including as teachers.

Next, to ensure that qualified Black men who wish to teach actually make it to the profession, the role of the California Commission on Teacher Credentialing (CTC) needs to be considered from an entirely new perspective. The current compliance-based system for licensing teachers is bureaucratic and over-reliant on exams at the expense of fairly determining teacher competency.

Over and over again, I have encountered powerful educators serving as instructional assistants and substitutes who cannot pass one of the many assessments required for teachers to obtain their credentials. Required exams such as CBEST, RICA, CSET must each be reviewed for bias. Potentially impactful teachers have abandoned their pursuit of the profession because they are not able to pass one or more sections of these assessments or are stymied by rigid conditions.

One Black applicant I tried to hire wanted to embark on a second career as a fifth grade teacher. He had a doctorate degree and had completed his bachelor’s degree in three years, passed the CBEST and two sections of the CSET. However, because his college transcripts did not list the subjects in which he earned AP credit in high school in the late 1970s, he could not apply for a temporary credential. I lost the candidate to another profession while trying to figure out how to prove this was a great candidate for the position.

If we argue that students should have multiple ways to demonstrate their competency in core areas, why would the same not be true for our teachers?

Finally, school districts and charter schools may not contact the Commission on Teacher Credentialing directly to resolve issues regarding educator credentials. CTC policies unnecessarily require the use of county offices of education as middlemen. When working on these issues, we are at the mercy of county office credential technicians to interpret requirements or to advocate on our behalf.

While I appreciate the hard work and support of our county office credential technicians, local education agencies need direct communication with the credentialing commission to ensure that we are granted all the temporary, provisional and intern credentialing permits needed in a timely manner to ensure that our students have qualified, competent and passionate adults in place providing instruction in all classrooms.

Whether intentional or not, California’s legacy educational systems fail to adequately meet the needs of Black students and teaching candidates, particularly Black men. Getting more Black men into the teaching profession requires substantial solutions and audacious reforms, not small — if well-meaning — gestures like AB 520 that ignore fundamental systemic inadequacies holding back our Black men.


Ramona Bishop is a co-founder, president and CEO of ELITE Public Schools in Vallejo. She has been an education professional for over 25 years and is a past president of the California Association of African-American Superintendents & Administrators and previously served as a member of the EdSource board.  

Your Charter School: Remember Your WhyDo you remember why you started your school?

What was the compelling purpose or the unavoidable calling that led you to this work? What did you envision when you started talking about it? When you assembled your team? When you pitched the idea to other educators?

Do you remember yet?

You might remember this vividly. You might have it front-and-center in your mind.

Or maybe too much time has elapsed. Perhaps your school evolved, and your current vision for your school is a much sharper beacon. Maybe a pandemic and a drastic shift in educational format reshaped your vision. Perhaps external factors such as gentrification in the community your school serves forced adjustments or internal factors forced your school to refocus and adapt.

Maybe the current direction of your school, and your school’s current offerings, no longer reflect the original Why.

Often Your Why is Captured in Your Mission Statement

When you drafted your charter, you wrote your school’s mission statement. Many organizations, from small businesses to non-profits, engage in such an exercise at their inception. For some, it’s a profoundly heartfelt ritual. For others, it’s a necessary exercise to appease the gods of bureaucracy. Some see this moment as a time of deep reflection, while some may see it as one more checkbox in their journey.

Some leaders post the mission statement in a prominent place and discuss it with their staff regularly. Other leaders may put it in their charter, and seldom if ever, think about it again. Some leaders give it to their marketing person to put up on their website, then get busy grooving along, and get busy with the mundane details, the weight of responsibility, the logistics, and the day-to-day.

Your Why Matters

Your mission statement matters. One key reason is that it informs the public about your school’s focus. It tells parents and other stakeholders what to expect as they choose to send their children to your school. More importantly, it helps parents and other stakeholders decide if they want to send the students to your school, if your school is the right fit, or if your school is an effort they want to support.

But another key reason is that it informs you and your team about your school’s focus. It guides your actions and tells you what you want your school to become.

 Time and Changes

This can be a little bit tricky for charter schools because what happens is here you are. You’ve started this great school. You’ve made this great application, and students are pouring in. The staff is really excited to be here working at a charter school with that mission. Parents are excited. Students may or may not be excited because they may or may not even understand it. But the families understand the mission.

Then suddenly, you start noticing that your recruiting might trickle down a little bit or that some of your founding families aren’t as satisfied with the school as they were in the beginning.

I often recommend that schools go back and look at their mission statement and make sure they still provide the same mission. And, if you’re not using the mission as your guide, you can decide whether you want to recommit to that mission or want to pivot away and create a new mission.

Recommit or Pivot?

There are internal and external reasons for a pivot. One external challenge is gentrification. Suppose a school opens in an underprivileged area. They have a mission to serve a particular demographic. Then investments in real estate, new businesses, a new shopping center, or some new development begin to change public sentiment and perception. A different demographic begins to move into the neighborhood, prices go up, and the original population is displaced.

Often schools in gentrifying neighborhoods have written a mission, for example, that says that they will serve a specific population of students. And then they find that because of gentrification, their target students are no longer in that area. At that point, school leaders need to decide if they recommit to the mission, move the school to an adjacent neighborhood closer to their intended demographic, or work on somehow attracting the students located outside their immediate community.
Internal challenges also provide opportunities to pivot.

Several years ago, I became aware of a school where a specific foreign language was a crucial part of its mission and reason for the formation of the school. For the first few years of the school’s existence, it provided a specific foreign language program, and that program made the school attractive to their community.

Then, the school experienced solid testing results, and it was doing a great job with its curriculum. Parents outside its immediate community noticed and enrollment grew. But the language program became less critical to the school’s new population, and so the school gradually decreased its focus on that language. Unfortunately, many of the founding families were disappointed and angered by that shift. The school had to decide if it would recommit to that foreign language program or pivot to something different.

Sadly, for that school, it didn’t do either. They just left the mission statement as it was, with the promise of a language they no longer delivered. Over a few years, the school lost enrollment, went out of business, and became yet another example of why a school’s mission is so critical to the curriculum it leverages and the community it serves.

Altruism and Practicality

There’s another aspect to this. In trying to decide whether you should pivot to a new mission or recommit to your existing mission statement, you should regularly consider the extent to which the mission serves the entire community and yourself.
For example, your mission might be incredibly generous, but it may not serve the population you need to serve. There needs to be some balance to your mission statement to fulfill both the pragmatic and altruistic sides. You must consider the business piece of it because there may be a reason that you need to be in a specific area to serve your mission, but other students might be coming along with those students. Depending on your circumstances, there may be other balances to strike, different tradeoffs to consider. Tradeoffs between the part of your mission that guides your heart and the part of your mission that allows your school to be strong and flourish.

Creating a mission statement, just like determining your why is not always a simple one-direction line. You have to take in all of the competing thoughts and ideas and develop a genuinely powerful, well-rounded mission statement that fully reflects your Why.

What are your thoughts on this? Have you encountered these challenges? Share your comments with us!

Charter School Fundraising

Charter School Fundraising: Boost End-of-Year Giving

Charter school fundraising is a necessary part of being able to provide the programs and services your students deserve. We know that it’s no easy task, asking for money. But this is the season to do so, if you haven’t already set up an annual giving program. And, no, it’s not too late to get the ball rolling! If you do already have a program in place, this post may give you a few new ideas to help push your school’s giving program to the next level.

Giving Tuesday is right around the corner (December 3rd) so now’s the perfect time to maximize your opportunities for charitable donations to your charter school. Giving Tuesday truly kicks off the “Season of Giving” when folks are trying to make those last-minute decisions about which deserving non-profits they should receive their hard-earned dollars. We wanted to put this blog post together to help you optimize your fundraising opportunities before the year’s end.

Remember, in your communications and outreach, make sure to let your community know that your charter school is a 501(c)3 organization and that all donations are tax-deductible. Also, don’t forget to include your Tax ID number. And, at the end of this post, we’ve included some tips on setting up your organization on Amazon Smile, how to then select your organization to receive your Amazon Smile dollars, as well as some additional resources to get your giving programs either set up or just tuned up!


We found this fantastic post with several great fundraising tips from EdTec originally published here on October 24, 2017 and written by Melanie Horton. It may be a few years old, but still has some great tips!

Five Minutes of Practical Fundraising Advice for Charter Schools

All charter schools can use a few extra dollars to fund projects and programs that support the success of their students. Wherever your school is with its fundraising strategy, there’s always room for evaluation and improvement. We’ve put together a list of five simple actions schools can take to increase donations, as well as a few quick tips to help strengthen the connection to potential and existing donors.

Five Fundraising Actions Your School Can Take Today

1. Participate in #GivingTuesday: Celebrated the Tuesday following Thanksgiving, #GivingTuesday was started in 2012 as a way to harness “the potential of social media and the generosity of people around the world to bring about real change in their communities” (www.givingtuesday.org). The movement provides an opportunity for charitable organizations to rally their communities and encourage donations to their causes, and has grown rapidly over the last few years. For #GivingTuesday 2015, 700,000 donors contributed nearly $117 million, and the hashtag earned 1.3 million mentions on social media and 114 billion Twitter impressions! You can find several resources to help plan for #GivingTuesday 2017 at givingtuesday.org, including a social media toolkit and ideas and case studies specific to schools. Don’t worry about implementing all the recommendations the first time you participate; you can start by incorporating #GivingTuesday into your existing social media plan, and set aside time well in advance next year to develop a more comprehensive strategy.

2. Register on Amazon Smile. Amazon Smile donates 0.5% of the price of eligible purchases to the charitable organization of your choice. There is a simple registration process, so you will need access to the school’s EIN and bank account information. Once you are registered, remind parents, teachers, staff, and other stakeholders to bookmark amazon.com, where they can select your school as their charitable organization of choice; they only need to do this once, and all future eligible purchases made at smile.amazon.com will result in a 0.5% donation to your school. Once an individual makes a purchase that results in a donation, they’ll be able to view and keep track of the total amount donated to the school across time; this is a fun, useful feature that allows donors to see the collective impact of several small donations made by members of the school community across time.

3. Remember to ask donors if their employer participates in a matching gift program. Most people are not aware their employer offers a matching gift program, leaving potential fundraising dollars on the table! Make sure to include this reminder on your website’s donation page, as well as in any direct mail fundraising campaigns. While there is technology available for purchase that can be linked to your school’s website, which allows donors to check their employer’s matching gift policy and guidelines on the spot, this is easy to do without the help of extra tools. Just include a simple, noticeable message that prompts donors to ask if their employer, or their spouse’s employer, participates in a matching gift program. You can also prompt donors to check a box if they already know they have access to a matching gift program, and remind them to proceed with the necessary paperwork. Asking donors to check a box makes it easy for you to follow-up about matching gifts.
What happens next? The donor will then need to request the proper paperwork from their employer (as well as verify that the school is eligible for a matching donation) and submit a matching gift form to your school. Upon receipt of the form, a school employee will need to confirm donation from the individual, and submit the form to the employer.

4. Register with local supermarkets and other retail stores. Several retailers offer programs that allow customers to donate a percentage of their purchase to the charitable organization of their choice. For example, Ralphs’ has a Community Contribution Program that allows rewards card users to select a community organization to donate to. The process varies with each retailer, so it’s best to pay a visit to your local retailers and ask if they have similar programs.

5. Don’t leave grant money on the table! There are hundreds of grant opportunities available to charter schools, some of which require no more than a simple application form.  It can be difficult to make time to focus on grant writing when there are so many other things to get done, which is why EdTec offers flexible grant research and writing services for busy school leaders.  Set up a call with us for more information and sign up to receive our monthly grants email.

Two Ways to Strengthen Your School’s Fundraising Program

1. Make your case. The stronger your story, the more compelled your stakeholders will feel to give. Is your per-student funding rate less than the state average? Less than the neighborhood school district? Share these facts with your audience, and include numbers when you have them. You’ll also want to include a list of things you aim to accomplish through fundraising, be it reducing class size, purchasing new musical instruments, enhancing facilities, or starting an after-school STEM program, as well as a tally of funds raised to date (if any) and what you’ve been able to accomplish as a result. Give your potential donors proof that their money will be put to good use!

2. Be thankful! Always send timely thank you notes, preferably within two weeks of receiving a donation (and sooner if you can). While it is a nice gesture to send hand-written notes, this is not always feasible, especially for larger schools. Have a template thank you note ready to go, personalize the letter with the donor’s name and donation details, and ask the school’s principal or executive director to sign it. You might also consider putting together an annual publication that recognizes donors for their contributions, and includes information about the projects and improvements that were made possible by their generosity. Donors will enjoy being recognized, and be more compelled to give in the future.


Here are some additional resources we thought might be helpful to boost your end-of-year giving programs:

AMAZON SMILE INFORMATION

To register your organization with Amazon Smile: https://org.amazon.com/ref=smi_se_saas_org_org

To change your charitable organization:

  1. Sign in to smile.amazon.com on your desktop or mobile phone browser.
  2. From your desktop, go to Your Account from the navigation at the top of any page, and then select the option to Change your Charity. Or, from your mobile browser, select Change your Charity from the options at the bottom of the page.
  3. Select a new charitable organization to support.

For more information about Amazon Smile: http://smile.amazon.com/about

ADDITIONAL ARTICLES TO READ

Getting started with planned giving:
https://www.thebalancesmb.com/how-your-nonprofit-can-get-started-with-planned-giving-2502443

Tips for year-end fundraising success:
https://k12hub.blackbaud.com/fundraising-and-alumni-management/year-end-fundraising-success-at-your-school

Fun fundraising ideas for year-end giving:
https://k12hub.blackbaud.com/fundraising-and-alumni-management/3-fun-fundraising-ideas-to-energize-year-end-giving

Easy fundraising tips for end-of-year giving:
https://brightmindsmarketing.com/marketing-operations/6-low-effort-school-fundraising-ideas/


Charter School Capital logoSince the company’s inception in 2007, Charter School Capital has been committed to the success of charter schools. We help schools access, leverage, and sustain the resources charter schools need to thrive, allowing them to focus on what matters most – educating students. Our depth of experience working with charter school leaders and our knowledge of how to address charter school financial and operational needs have allowed us to provide over $2 billion in support of 600 charter schools that have educated over 1,027,000 students across the country. For more information on how we can support your charter school, contact us. We’d love to work with you!

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Charter school leader compensation

Editor’s Note: This blog post was originally published here by one of our partners, BoardOnTrack. It was written by Marci Cornell-Feist, a national expert on charter school governance whose work has helped more than 500 charter schools nationwide.

BoardOnTrack is the platform, partner, and community empowering charter boards and executive leaders to reach a higher bar, together. They enable executive leaders to leverage their boards as strategic governing partners without turning board management into {yet another} full-time job. In short, BoardOnTrack is board leadership, simplified.

We think it’s vital to keep tabs on the pulse of all things related to charter schools, including informational resources, and how to support school choice, charter school growth, and the advancement of the charter school movement as a whole. We hope you find this—and any other article we curate—both interesting and valuable.


SHOULD I ASK MY CHARTER SCHOOL BOARD A FOR RAISE?

Each spring, charter school leaders across the country sprint to the end of the year. You’re looking forward to some well-earned time to plan the next school year…and a bit of a summer break.

Whether you’re graduating your first or your fifteenth class, the school year has likely been a long slog. You’re exhausted but energized. You know that your team, and your kids, have made real progress.

And, hopefully, you’re engaged with your board in an end-of-year school leader evaluation — one that proves out the part you played in all that progress and provides direction for your own growth. The results of  your CEO support & evaluation process should energize you.

But. There’s an elephant in the living room. It’s your compensation.

IT’S TIME TO PULL BACK THE CURTAIN ON CHARTER SCHOOL LEADER COMPENSATION.

Charter school leaders need to better understand the landscape, benchmarks, and quite frankly how to talk to your boards about your compensation.

And, conversely, charter school boards — especially the board chairs who partner most closely with charter CEOs — need proven practices and expert guidance on the subject. You need to feel confident about how to respond to CEOs when they broach the topic, how to lead your boards through the conversations, and how to make responsible decisions.

This article launches a multi-part series designed to demystify the topic of charter school leader compensation. Consider it your roadmap. And please reach out to us to share your stories and questions. Or, if you’re a BoardOnTrack member, log in to start a conversation in our members-only community.

We’re starting with a piece for the CEOs, tackling the vital and very common question: “Should I ask?”

In subsequent posts, we’ll dig into exactly how to approach your board, and, for the board, how to measure your CEO’s performance and responsibly lead your board’s approach to this vital topic.

SHOULD YOU ASK FOR A RAISE?

In most cases, the answer is…Absolutely! But…

Every situation is different. First and foremost, you have to have done your homework.

You have to fully understand your role, how your success is measured, and how your performance stacks up against those metrics.

You’ve got to be ready to make the case for a raise.

ON-DEMAND WEBINAR: CEO COMPENSATION

Learn how to talk about your charter CEO’s compensation, when a raise is right, and the tools your board needs to measure CEO performance.

WATCH THE WEBINAR NOW

ARE YOU READY TO ASK FOR A RAISE?

TIMING IS EVERYTHING.

Discussing your raise should be part of the natural cycle of the organization’s budget building, goal setting, and other planning. That means your board should be ready for it.

DON’T CATCH YOUR BOARD OFF GUARD.

This isn’t a topic to just blurt out to your board chair over coffee — or, worse, to the full board at a board meeting.

If they’re blindsided, your board will be put on the defensive. They could get the impression that you’re making an end-run or giving them an ultimatum. That could result in making any open and honest conversation nearly impossible. And you will not get your desired result.

GET YOUR POSITIONING IN PLACE.

You’re in a position to ask for a raise not because you need it. You’re ready to ask for a raise when you’ve earned it and you can prove it.

Let’s be clear. You don’t demand a raise because you just found out how much your close friend and colleague is earning. It’s not because you need to earn more to pay off your student loans, or because you haven’t been able to afford a vacation. Not even when you’re putting together a down payment for your first home {or your dream home}, or for any other myriad reasons you can think of.

You’re ready to ask for a raise when you can clearly, concisely, and accurately make the case. Because you are a skilled Chief Executive Officer, hired to do an incredibly important job, and you are knocking it out of the park — and you have the results to justify your request.

BE CLEAR ABOUT THE VALUE AND SCOPE OF YOUR ROLE AS A CHARTER SCHOOL CEO.

Charter schools come in all shapes and sizes. The same is true for the CEO role. Whether you’re an Executive Director, School Leader, Principal, or Head of School, you are at the top of the org chart.

You’re reporting to the board. You are the top executive of your organization. And that makes you the CEO, regardless of your title.

And at the core, there are similarities that define this role.

SAMPLE CHARTER SCHOOL LEADER JOB DESCRIPTION.

Set clear expectations for your charter school’s CEO. Use our template as your starting point. It’s built on the knowledge of the hundreds of charter schools we’ve worked with, nationwide.

DOWNLOAD THE PDF

A charter school leader is the CEO of a multimillion-dollar public enterprise.

As the leader of your organization, you are running a multimillion-dollar public enterprise.

This is true if you’re in the start-up phase, launching with 180 kids in a few grades, and a $2M operating budget. And it’s true if you’re in your 10th year of operations, running multiple campuses, and have grown to be a $15M organization.

AS CEO, YOU’RE ULTIMATELY ON THE HOOK FOR THE WELL-BEING AND SAFETY OF HUNDREDS OR THOUSANDS OF PEOPLE.

Size and scale varies across the charter movement. But, even the smallest charter schools are comprised of significant numbers of staff, kids, and families. And they all rely on you, as CEO, for their safety, well-being, and — for staff — their employment. This is a weighty task.

YOU ARE THE CEO OF A HIGH-RISK, ENTREPRENEURIAL START-UP.

You have chosen to be part of a relatively new movement; one that is constantly under siege. You’re an entrepreneur who chose this path over one of more stability in a traditional public education setting.

YOU ARE A HIGHLY SKILLED, INTENSIVELY TRAINED PROFESSIONAL

You’ve invested time and money in the training that prepared you to take on this challenge. You probably have an advanced degree, maybe participated in an incubator or fellowship, and have devoted significant time and money to get to the place where you are now.

YOU SHOULD ASK YOUR BOARD FOR A RAISE. WHEN YOU’RE READY.

As a highly-skilled professional running a multimillion-dollar high-stakes, high-risk entrepreneurial endeavor with hundreds, if not thousands of people relying on you for their safety and well-being, you deserve to be well-compensated. And you deserve to see an ongoing path for increased compensation, tied to the results you deliver.

But, you shouldn’t ask for a raise without doing all the right strategic work up front. If done well, asking for a raise will be uplifting for you, and will strengthen your partnership with your board.

Our next post will show you the right steps to take to get yourself in a position to ask for a raise.

Without preparing sufficiently, and timing the conversation appropriately, you won’t get your desired outcome. And you could actually set yourself back.


Charter School Capital logoSince the company’s inception in 2007, Charter School Capital has been committed to the success of charter schools. We help schools access, leverage, and sustain the resources charter schools need to thrive, allowing them to focus on what matters most – educating students. Our depth of experience working with charter school leaders and our knowledge of how to address charter school financial and operational needs have allowed us to provide over $1.8 billion in support of 600 charter schools that have educated over 1,027,000 students across the country. For more information on how we can support your charter school, contact us. We’d love to work with you!

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Three Keys To Increasing Charter School Enrollment (1)

 

Charter school enrollment growth doesn’t happen by accident. It requires strategic planning, effective systems, and consistent execution across multiple touchpoints. Schools that consistently grow their enrollment understand that attracting families is only half the battle—converting interest into actual enrollment requires a comprehensive approach.

Drawing from the success of charter schools achieving 10% annual growth rates while maintaining waiting lists of hundreds of students, here are the three essential keys to sustainable enrollment growth that every charter school leader should implement.

Key #1: Develop a Multi-Faceted Marketing Strategy

Why Diversified Marketing Matters for Charter Schools

Successful charter school enrollment growth starts with a comprehensive marketing approach that reaches families where they are, not where you think they should be. Different communities respond to different marketing channels, and the most successful schools understand that a one-size-fits-all approach limits their potential reach.

Essential Marketing Channels for Charter Schools

Digital Marketing Strategies:

  • Social Media Marketing: Engage families on platforms they use daily, sharing student achievements, classroom highlights, and school culture moments
  • Pay-Per-Click Advertising: Target specific demographics and geographic areas with precise messaging about your school’s unique value proposition
  • Search Engine Optimization: Ensure your school appears when families search for educational options in your area

Traditional Marketing Approaches:

  • Print Advertising: Local newspapers, community magazines, and educational publications still reach important family demographics
  • Radio Advertising: Particularly effective for reaching commuting parents and building brand awareness in your community
  • Community Presence: Participation in local events, farmers markets, and community gatherings where target families spend time
The Strategy Behind Successful Marketing

The key to effective charter school marketing isn’t choosing one channel over another—it’s testing multiple approaches to determine what resonates with your specific community. What works in one geographic area may not work in another, which is why successful schools continuously experiment with different marketing strategies while carefully tracking results.

Data-Driven Marketing Approach:

  • Track which marketing channels generate the most website traffic
  • Monitor conversion rates from different advertising sources
  • Analyze demographic data to understand which messages resonate with different family groups
  • Continuously refine messaging based on actual enrollment data rather than assumptions
Key #2: Create an Effective, Mobile-Optimized Website

Your Website as Your Primary Enrollment Tool

Your school’s website serves as the digital front door for prospective families. In today’s mobile-first world, this digital first impression often determines whether a family will continue exploring your school or move on to other options.

Critical Website Design Principles for Charter Schools

Simplicity Over Complexity: Many school websites suffer from “information vomit”—overwhelming visitors with too much content because every department wants to showcase their programs. However, your website’s primary purpose is to inform potential students and families about your school in a clear, compelling way.

Mobile-First Design Requirements: With 70% of website traffic coming from mobile devices, your site must deliver an excellent experience on smartphones and tablets. This means:

  • Fast loading times on mobile networks
  • Easy-to-read text without zooming
  • Simple navigation that works with finger taps
  • Contact forms that are easy to complete on small screens
  • Click-to-call phone numbers for immediate contact
Essential Website Content for Enrollment Growth

Information Families Actually Need:

  • Clear description of your educational approach and philosophy
  • Academic programs and extracurricular offerings
  • Enrollment process and important deadlines
  • Contact information prominently displayed
  • Success stories and student achievements
  • Faculty qualifications and school leadership

Amazon-Level User Experience: Modern families expect the same level of convenience and ease they experience with major e-commerce sites. This means:

  • Intuitive navigation that gets them to information quickly
  • Search functionality to find specific details
  • Online application processes that work seamlessly
  • Immediate confirmation when they submit information requests
Conversion Optimization for Charter School Websites

Your website should guide visitors toward taking action, whether that’s requesting more information, scheduling a tour, or starting an application. Strategic placement of contact forms, clear calls-to-action, and compelling reasons to engage with your school can significantly increase conversion rates.

Key #3: Implement Responsive Systems and Dedicated Personnel

The Critical Importance of Quick Response Times

Even the most effective marketing and website design won’t drive enrollment growth if you can’t respond quickly to interested families. In today’s competitive educational landscape, families who don’t receive prompt responses will simply move on to other options.

Building an Effective Inquiry Management System

Contact Form Strategy: Implement a strategic contact form that collects essential information while providing immediate value to families. This approach allows you to:

  • Capture family contact information for follow-up
  • Understand their specific interests and needs
  • Provide relevant information packets automatically
  • Begin the relationship-building process immediately

The 24-Hour Response Rule: Successful charter schools make it a priority to respond to all inquiries within one business day. This rapid response time demonstrates professionalism and shows families that your school values their interest.

 
Staffing for Enrollment Success

Dedicated Enrollment Team: Growing charter schools invest in dedicated personnel to manage the enrollment process. Even schools serving thousands of students typically maintain enrollment teams of 6-8 people who handle:

  • Initial inquiry responses and follow-up calls
  • Application support and guidance
  • Document collection and verification
  • Enrollment appointments and paperwork completion
  • Ongoing communication throughout the process

Process Management: Effective enrollment teams manage multiple complex processes simultaneously:

  • Hundreds of weekly inquiries during peak periods
  • Document collection including immunization records
  • Application processing and verification
  • Enrollment appointments and master agreement signing
  • Ongoing family communication and support
Streamlining the Enrollment Process

Timeline Management: The enrollment timeline varies significantly based on timing and family readiness. During peak seasons (July and August), the process typically takes 2-3 weeks from initial inquiry to completed enrollment. However, prepared families during off-peak times can sometimes complete enrollment within a single week.

Removing Enrollment Barriers: The online application process can be complex, requiring numerous documents and forms. Successful schools focus on making this process as painless as possible by:

  • Providing clear instructions and checklists
  • Offering multiple ways to submit required documents
  • Having staff available to answer questions throughout the process
  • Following up proactively to prevent applications from stalling
Measuring and Optimizing Your Enrollment Success

Key Performance Indicators for Charter School Enrollment

Website and Marketing Metrics:

  • Website traffic sources and conversion rates
  • Cost per inquiry from different marketing channels
  • Mobile website performance and user engagement
  • Time from inquiry to application submission

Enrollment Process Metrics:

  • Response time to initial inquiries
  • Conversion rate from inquiry to completed application
  • Average time from application to enrollment
  • Reasons families choose other schools (exit interview data)
Continuous Improvement Strategies

Successful charter schools treat enrollment growth as an ongoing process requiring constant attention and refinement. This means:

  • Regularly surveying enrolled families about their decision-making process
  • Tracking which marketing messages resonate most effectively
  • Continuously optimizing website performance and user experience
  • Training enrollment staff on best practices and communication skills
Building Long-Term Enrollment Success

Creating Sustainable Growth Systems

The schools that achieve consistent 10% annual growth rates while maintaining waiting lists understand that enrollment success requires:

  • Consistent execution across all three key areas
  • Investment in both technology and personnel
  • Ongoing measurement and optimization
  • Commitment to providing exceptional customer service throughout the enrollment process
The Compound Effect of Excellence

When charter schools excel in marketing, website optimization, and responsive enrollment processes, the results compound over time. Satisfied families become advocates who refer other families, creating a sustainable pipeline of interested students that can support consistent growth year after year.

Getting Started: Your Next Steps

If your charter school isn’t achieving the enrollment growth you need, start by evaluating your current performance in these three key areas:

  1. Audit your marketing approach: Are you reaching families through multiple channels and tracking what works?
  2. Assess your website: Does it provide an excellent mobile experience and clear path to enrollment?
  3. Evaluate your response systems: Can you respond to inquiries within 24 hours and guide families through enrollment smoothly?

Improvement in any of these areas will positively impact your enrollment, but the schools that see dramatic growth excel in all three simultaneously.


Ready to take your charter school enrollment to the next level? Our team specializes in helping charter schools implement these proven strategies for sustainable growth. Contact us to learn how we can support your enrollment goals.

charter school start up tips
We hope these six start-up tips help guide your team to learn from others, stay focused, build relationships, mind your budget, and stay on mission— all to spur growth and long-term success.

1. STUDY AND MEET WITH SCHOOLS THAT ARE DOING THINGS WELL

How are other schools helping their students achieve academic success? Are there ways to adapt those tactics to your curriculum? You can learn a lot from those who have already walked the path, so it’s always a good idea to connect and maintain positive relationships with other educators.

2. MASTER A FEW THINGS AND DO THEM REALLY WELL

Don’t try to be a master of everything—it’s impossible. Have a strong outline of the implementation plan proposed in your charter petition. What are your goals for the first few years? It’s better to have a plan and be straightforward about incremental goals than to promise a lot of things and to fail to deliver.

3. BUILD GENUINE AND ROBUST RELATIONSHIPS

Build real relationships with parents, teachers, leaders, vendors, and external constituents. Never create enemies. Always be honest and genuine, even with your detractors. Foster strong relationships with your vendors and even with businesses that could become your vendors later on. You’ll have emergencies and may need things you hadn’t planned on in a hurry. Vendors will be more likely to come through in a pinch if they already feel a personal connection with your school.

4. PAY CLOSE ATTENTION TO THE BUDGET

As needs change and shift, review the budget and make sure it aligns with your goals. Always prepare for the unexpected and have a plan for dealing with surprise cash flow issues. Build a solid relationship with your financial partners; treat your budget as a living document; and know how you’ll pay for everything. Above all: never miss payroll.

5. PAY EVEN CLOSER ATTENTION TO STUDENT PROGRESS DATA

Everyone will want to see your student data, but you may not have much of it at the beginning. Think about the data you do have and how you can report it in the most compelling, meaningful way possible. In addition to the metrics you track to maintain your charter and to report to regulators, find out what’s meaningful to parents and report that out: attendance, time-to-completion, classroom hours, pages read, math problems solved, miles run. Make sure to share the data with students, too.

6. DO NOT WAVER IN YOUR BELIEF OR YOUR MISSION

You will encounter people who will try to convince you to change your mission to suit their needs. You can’t please everyone. Your mission should serve as your guideposts when you’re faced with tough decisions; they absolutely shouldn’t be the thing you modify when faced with a tough decision.
To download this information in PDF format, please click here.


The Charter School Growth Manual
Whether you’re just beginning the process of starting up a charter school, looking to expand, or trying to prioritize your next steps, download this guide to get expert tips and pitfalls to avoid as you grow.
For this charter school resource guide, we turned to our wide network of charter school experts for best practices and strategies for success at every stage of maturity. All of the advice in this book comes from experienced charter school leaders who have been where you are now—they understand what you’re facing and the pitfalls to avoid.

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charter school due diligenceCharter School Due Diligence: The Added Value of Partnering with Charter School Capital

At Charter School Capital, our mission is to help charter leaders access, leverage, and sustain the resources their schools need to thrive, allowing them to focus on what matters most – educating students. In addition to the extensive toolbox of solutions we provide to help charter schools thrive, another key benefit of partnering with us is the value added by our in-depth due diligence process. We hope that our thorough process can be utilized as just another set of eyes in support of the important work that Authorizers, back office providers, and financial managers are already doing to support charter school success.

Due Diligence

Many of the items we are reviewing in the due-diligence process (to make sure that schools are in compliance with our funding requirements) actually may overlap with the compliance that they have to maintain with the State, their Authorizer, financial manager, or back office provider. This comprehensive due diligence process is just an added benefit that our school partners (and back office providers, authorizers, financial managers) are receiving for free, as partners of Charter School Capital.
That’s not to say that we are focused on highlighting what schools are doing wrong, but rather we’re always solution oriented. Our goal is to help them figure out ways to bring them back into compliance if for some reason an issue has gone unattended.
Another important service that we provide our school partners—at no additional cost— is financial guidance.

Finances

School leaders are experts at educating students but may not always also possess that same expertise around budgets, finances or working with cashflows. But because it’s one of our requirements, we’ll work together with them at no additional cost, to build that out. Once developed, this helps schools foster an understanding of the consistent cash flow they’re striving for because they can now actually see it month by month. This process helps school leaders become more strategic about budgeting and avoid the short-term mistakes that can lead to unintended long-term consequences.

Corporate Governance

We can also provide guidance in various corporate governance areas. For instance, when a school schedules a board meeting to approve various matters or Charter School Capital documentation, the school must meet all open meeting requirements such as notices, quorums and voting requirements. These requirements can be imposed by the Authorizer or by the school itself via its bylaws. As part of our diligence, Charter School Capital reviews all of the conditions and ensures that the requirements are fully and timely met. We can also brief the school on any open meeting requirements that may be governed by State law.
Our team also tracks the school’s charter holder’s corporate status, including State good standings, annual reports, and lapsed entity formation filings. While we cannot file corporate documentation on behalf of the school or charter holder, we can provide reminders when a filing is due or has lapsed.
Ensuring that the school’s charter holder remains in good standing is one of our most important underwriting objectives.
Finally, as part of our standard due diligence, we run various searches that might reveal new or old liens or judgments that the school may not be aware of or have not been timely satisfied. In most cases, these liens collect interest until paid. We can guide the school in how to get the liens or judgments removed, or, in some cases, satisfy them out of the funding proceeds.
These in-depth due diligence processes we have in place for our school partners can also be seen as a value add for Authorizers, back office providers, and financial managers. Providing these additional services to our charter partners is 100% in service to our mission of providing charter leaders with the critical resources they require to spur growth and build more sustainable futures for their schools.


Charter School Capital logoSince the company’s inception in 2007, Charter School Capital has been committed to the success of charter schools. We help schools access, leverage, and sustain the resources charter schools need to thrive, allowing them to focus on what matters most – educating students. Our depth of experience working with charter school leaders and our knowledge of how to address charter school financial and operational needs have allowed us to provide over $1.8 billion in support of 600 charter schools that have educated over 1,000,000 students across the country. For more information on how we can support your charter school, contact us. We’d love to work with you!

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