A Mentoring Approach to Leadership Development

Advance Christian Schools - A Mentoring approach to leadership development

By Harold Naylor

Christian schools have the opportunity to be premier institutions of redemptive education.  However, many schools are struggling with enrollment declines, financial stresses and an inability to maintain their zeal for their Kingdom mission. Advance Christian Schools (ACS) is a ministry to Christian schools that employs a long-term coaching and mentoring approach in working with school leadership, rather than the more typical one-time consulting approach.

"Our goal is to help restore the educational excellence and worldview clarity of early Christian schools" says Harold Naylor, founder and co-director.  Dr. Sandy Outlar and Dr. Alan Pue are co-directors and bring decades of experience to this process.  "We will assist schools by using an experienced and godly team of coaches to mentor school leaders in a one-year relationship to provide instruction with accountability", Sandy explains.  The mentored school will have access to the best person-to-person help plus access to a comprehensive Knowledge Base in the realm of Christian school thinking, practice and innovation.

The aim of Advance Christian Schools is to glorify God by employing this biblical approach along with experience for a resurgence of the Christian schooling movement.

For more information, go to www.AdvanceChristianSchools.com

Remarkable Times, Remarkable Blessings

Remarkable Times, Remarkable Blessings

by Zach Clark, Westminster Christian Academy, St. Louis

There is always a non-voodoo explanation.
From the TV series, Monk

In January of 2009, news began to spread that our nation and world truly was suffering the “worst economic crisis since the Great Depression”. The first week of January I was on the phone with Barrett Mosbacker, and I said to him, “I believe 2009 is going to be a remarkable year!” Barrett asked, “Remarkable in what way?” And I replied, “That’s what I like about that word…remarkable…I’m going to be right whether things get worse than anyone imagines or better than anyone dares hope for.”

2009 has been truly remarkable, and it’s not over yet. At the Christian school (grades 7-12) where I serve we faced the threats of major shifts in our region and world. From what I hear, it is possible that every Christian school in America faced some unique challenges this year, and many are struggling. At Westminster Christian Academy, we have been greatly encouraged by how God is leading us through these challenges. We are trying to determine what we are doing right (so we can keep doing it) and what we need to change or improve in the future (so we can stay strong).

I’m hopeful that some of my personal thoughts on the threats, strategies, blessings, and challenges that we have faced might be helpful to you.

We began the 2008-09 year having experienced the following in previous years:

1. Ongoing enrollment growth.
2. Ongoing income growth and record levels of giving.
3. Constant programmatic improvements and reputation for increasing quality.
4. The beginning of a capital campaign calling for transformational facility expansion, an entirely new campus.
5. A projection for another year of enrollment growth in 2009-10.

Only six months later, by February, we realized reality had changed:

1. A tuition increase was in place, although lower than in most recent years at 5%, it was still noticeable and felt by parents.
2. Shifts in our inquiries for admissions data suggested that enrollment would most likely hold steady, and more re-enrolling families than ever before would be requesting financial aid for the first time.
3. Unrestricted giving providing important dollars for the budget was the lowest in seven years. We projected our budget giving would be as much as 20% off of our budget.
4. Resistance to making any long-term campaign commitments was overwhelming.
5. A region-wide culture of fear and strong reactions was in place as we received constant advice on planning for such things as a possible 30% decrease in enrollment and 40-50% decreases in giving.

Another six months later, in August 2009, we started this school year with some amazing news of God’s provision through these difficult times.

1. Record enrollment, surpassing even our pre-economic crisis projections.
2. Record giving, and only a 10% drop in budget giving.
3. No significant cuts to people or programs that impact students and families.

Above I’ve provided a very general and high-level view of some of the key economic health indicators of a Christian school, and how dramatically they shifted. Perhaps your circumstances were more challenging or less so.

What I want to focus on in this piece is how we responded and the steps that we took because I believe they are instructive and helpful. Even though some may say the “crisis is behind us,” the basic steps we’ve taken and how we continue to move forward are based on core values and principles of effectiveness that should be helpful and transformative at any time. Our school leadership continues to discuss these, analyze these, and seeks to understand what is happening.

The aforementioned shifts literally seemed to occur overnight and our heads were spinning. There is no reason to pretend that we all “knew what to do.” Every person I talked to at the beginning of 2009 seem dumbfounded and awed by the changes that were occurring. I kept hearing people say, “I’ve never seen anything like it.” But, we took a deep breath, we prayed, we asked a lot of people for advice, and we tried to be steady and strong as we outlined how we intended to move forward during these strange times.

Firstly, we recognized that this is an overwhelming difficult time for so many people. Husbands and wives are facing fears and tests of faith they have never experienced before. Fathers and mothers are enduring major adjustments to their careers and lifestyles. Children are dealing with questions and uncertainty unique to this moment in history.

Secondly, we began by asking the question found in Ezekiel 33: “How should we then live?” We are finding strength in a renewed sense of our dependence upon God as we remember His faithfulness.

Thirdly, we made a conscious decision not to go into what we called a “hunker-down” mode. We wanted to be willing to make tough decisions but be proactive and not simply reactive.

Fourthly, we committed to communicate in an encouraging but straightforward manner.

Lastly, and maybe most importantly, we asked the Lord to help us discover ways to make decisions with the right priorities in mind. We believed this is a time where we could make significant statements about who we really are as a school community. We prayed that we could seize opportunities to live out the truth that God, in His unchanging love through Jesus Christ, is the faithful, merciful, and compassionate Provider and Savior of the world.

One of the things I personally learned is that all of the above is really easy to talk about. It’s taking the time to establish priorities and then make tough decisions to back it up that is the truly hard and sometimes painful part.

So, we recognized reality, asked questions, prayed, resisted the urge to hit the panic button, prepared to communicate, and established priorities to guide our decision making...and I mean all of this in the most literal sense possible.

Here are the priorities we established, put in writing, and communicated.

Priority #1: Today and Every Day

Today and every day, we will hold to our mission and vision to see young men and women equipped to engage the world and change it for Jesus Christ. Our core values will never change. We will keep the main thing, the main thing: the Christian education of the individual student. We continue to strive to hire and keep the best teachers, coaches, and staff members. We constantly improve, offering better value to students and families through the years, always working to become better than we once were.

Priority #2: Stronger Tomorrow

We are making the tough decisions that help us stay financially strong over the long haul. We are holding fast to the families we serve, enrolling new students, and we will serve families in good times and bad. We are pushing forward on difficult decisions that pave the way for our future sustainability, ensuring a strong Westminster in the future. We will also introduce new technologies and programs that best equip our students for their future, not our past. We will not compromise the quality of today for tomorrow’s dreams, but neither will we make decisions that are so shortsighted that they compromise the financial stability of our future.

Priority #3: Moving Ever Forward

We will continue to implement our strategic plan and communicate our vision for the future, providing opportunities for people to make a difference and make decisions that move us ever forward as a Christian school. Planning will continue to be a dynamic part of our culture. We pray that God will move the hearts of people to give in order to keep Westminster strong and improving, and we will continue to wait upon the Lord for the sale of our current campus and provision of our future dreams.

It is usually easy to establish priorities, the challenging part is making decisions on a daily basis that honor your priorities.

Then, we took it a step further. We articulated, in very specific terms, the types of disciplined actions we would be taking to reflect those priorities. I’ve underlined here the key principles.

• Implement conservative spending and aggressive fund-raising, making some tough decisions along the way in our annual budgets.
• Support creativity and innovation among teachers.
• Continue to go the extra mile for students who struggle socially or academically.
• Promote even more personal involvement of teachers and coaches in the lives of students and families, as many will face unusual challenges.
• Respond to the unique economic problems that may be faced by our parents and teachers to the very best of our ability.
• Improve our processes and communications with parents, utilizing non-paper methods to improve speed and lower costs.
• Leap forward in technology integration at the classroom level and 21^st Century learning for students.

And then, we started moving forward on all these actions in very tangible ways. I won’t go into every action, but here are some:

• We communicated like crazy, even asking families to respond to a “Share Your Heart” survey so they could tell us privately how the economy was really affecting them and give us advice.
• We put our campaign on a short-term hold, because Priority 2 said, “we will not compromise the quality of today for tomorrow’s dreams.”
• We froze faculty/staff salaries.
• We increased our total financial aid budget to respond to many re-enrolling families experiencing dramatic economic difficulty.
• We asked teachers and staff to give us their ideas on how to save money without reducing quality.
• We looked for key ways to add value to families without adding cost.
• We made significant shifts in our costs of paper and printing.
• Every administrator became personally responsible for helping teachers, staff, and even volunteers focus on student retention and new family enrollment.
• We increased our focus and energies on improving the school through changes, innovations, improvements, and efficiencies. And, we continued to focus on the implementation our Strategic Plan.
• We made our most significant and visible investment in technology for teachers ever, with every teacher receiving a new Macbook.

Ultimately, it is God’s mercies and provision, by His grace, that sustains us. But, I also know that God works through people, their decisions, and their strengths and weaknesses. Many schools are facing far more difficult times than we have. We do not pretend to fully understand all of what has happened or what is happening now. But, I do challenge you to join us in the day-to-day discipline of asking questions and digging deeper down and climbing higher up in the understanding of this calling of serving in a Christian school in today’s times.

2009 is indeed a remarkable year, and remarkable times remain ahead. Let us go forward together.

The Charters are Coming!

How to Position Our Schools for Long-Term Success Despite Prolonged High Unemployment and New Competition

Dr. Barrett Mosbacker, PublisherOver the last year or so  200 Christian schools have closed their doors.  Many who have not closed have lost students and laid off staff.  More will close this year.  Although a few Christian schools are thriving, most are not.

This may not be a short term problem.   There are at least three long-term challenges facing the Christian school movement:

1) Prolonged high unemployment

2) Federal funding for more charter schools and distance learning programs

3) New research that seems to show that distance learning can be as or more effective than traditional instruction

Prolonged High Unemployment

In a recent Wall Street Journal article (August 25, 2009), Deborah Solomon warns:

The administration, in its mid-year budget review, painted a picture of a nation that … is in for a prolonged period of economic weakness, joblessness and unsustainable government spending …

The administration now foresees unemployment hitting 10% at some point over the next year and a half, with the jobless rate averaging 9.3% in 2009 and 9.8% in 2010 … "We do predict unemployment will reach 10% for some months and some quarters," …

In a measure of the dire state the nation's fiscal picture, the level of U.S. public debt when measured as a percentage of economic output is projected to reach its highest levels since World War II. The administration is projecting that public debt will hit 66.3% of gross domestic product in 2010, more than any other time since the 1940s, when it peaked at more than 121% of GDP.

Funding for Charter Schools and Distance Learning

In an article published by eSchool News, the authors report that:

… stimulus could spur more virtual charter schools 'Race to the Top' program favors states that encourage charter schools -- including those that offer online instruction …

As states compete for more than $4 billion in federal "Race to the Top" stimulus grants, Education Secretary Arne Duncan has made it clear that states willing to embrace charter schools and other favored innovations will get preference. That, in turn, could prompt a rise in the number of virtual charter schools and other charters that open across the country …

Duncan recently wrote in an opinion piece, declaring that states with limitations on charter school will decrease their odds of getting Race to the Top grants …

At the National Alliance for Public Charter Schools Conference this summer, Duncan called the charter movement "one of the most profound changes in American education--bringing new options to underserved communities and introducing competition and innovation into the education system." …

Todd Ziebarth, vice president of policy for the National Alliance for Public Charter Schools, thinks Duncan will want to reward states that are strong in all the elements, forcing states like Washington back to the table on charters …

Virtual charter schools are growing in popularity across the country … Indiana is opening its first statewide online charter school this year, and five organizations have filed petitions with Georgia's Charter School Commission to open virtual charter schools in the state, hoping to capitalize on the popularity of the state's sole online charter school, the Georgia Virtual Academy …The academy has nearly 4,500 students enrolled in just two years of operation and a growing waiting list …

Duncan has been putting states on notice for months that he wants them to embrace charter schools, and that their failure to do so could mean they lose out on federal money …

Tennessee lawmakers passed a bill expanding charter schools in the state after hearing Tennessee could lose out on the money if they kept blocking an expansion of charter schools.

Illinois lawmakers decided in July to allow 60 more charter schools to answer President Obama's challenge after a campaign in that state by the state network of charter schools.

Research Appears to Support Effectiveness of Distance Learning Programs, Adding Credibility

An article in the New York Times reports that a recent 93-page report on online education, conducted by SRI International for the Department of Education, has a starchy academic title, but a most intriguing conclusion:

“On average, students in online learning conditions performed better than those receiving face-to-face instruction.” …

The analysis for the Department of Education found that, on average, students doing some or all of the course online would rank in the 59th percentile in tested performance, compared with the average classroom student scoring in the 50th percentile. That is a modest but statistically meaningful difference.

“The study’s major significance lies in demonstrating that online learning today is not just better than nothing — it actually tends to be better than conventional instruction,” said Barbara Means, the study’s lead author and an educational psychologist at SRI International.

This hardly means that we’ll be saying good-bye to classrooms. But the report does suggest that online education could be set to expand sharply over the next few years, as evidence mounts of its value.

What does this mean for our schools? 

It means that our schools are likely to be squeezed from two sides—an anemic economy with high unemployment (and potentially high inflation) and more vigorous competition from charter schools and distance learning options.

So what do we do?

I make no pretense of having all of the answers but I would like to suggest the following ideas.

Don’t Panic

Every challenge has a reciprocal opportunity.  Although poorly managed and relatively weak Christian schools may not survive, those with strong, creative, and decisive leadership will not only survive but thrive—provided they adapt to the changing educational landscape. 

Focus on Excellence and Value

Although this may seem to be counter-intuitive, being “affordable” is not the solution—being excellent and providing a high marginal value for parents is.  We must be able to answer two questions for the vast majority of our parents who, unfortunately, do not grasp or fully appreciate the value of a biblical worldview:

“Why should I spend $x for a Christian education when the charter school is free and offers an education characterized by high academic standards and traditional Judeo-Christian “values”?

Or,

“Why should I spend $x for a Christian education when I could home school my child and supplement his/her instruction with distance learning?

Those are fair questions and they must be answered in concrete terms.  Simply answering by recounting the benefits of teaching a biblical worldview will not be an adequate answer for many parents. 

Do not misunderstand—teaching our students to have the mind of Christ IS the central mission of our Christian schools.  But that mission is always within the academic context.  Christian education is an academic enterprise with an unapologetic and energetic focus on providing students a Christ honoring world-class and globally aware education.

Whether we like it or not, most of our parents don’t understand the mission of developing a biblical worldview.  And if they don’t understand or appreciate it they will not make significant sacrifices for it, everything else being relatively equal.

In other words, for most of our parents, the development of a biblical worldview is an ethereal concept subservient to more “practical” considerations like education quality, admission to top colleges, the breadth and depth of extra-curricular programs, a safe and nurturing environment, etc.

Why don’t they understand and appreciate the goal of developing a biblical worldview? I believe there are at least three reasons:

1) Because they have never experienced its life changing impact.  Most of our parents were educated in public schools and public universities.  They don’t get it—at least at first.  They have no experiential context to draw upon.

2) Most of our pulpits do not explicitly endorse the value of a Christian education as an intellectual enterprise.  Christian education is not promoted as a theological or kingdom imperative.

3) The prevalence of theological ignorance and pietism.  As a rule, pietism minimizes the life of the mind while emphasizing the emotional/experiential component of the Christian life.

We must place emphasis on ensuring that we are delivering an excellent educational product and understand that doing so is intrinsic to providing a Christian education that honors Christ and prepares his disciples to serve him in this world.  We are NOT providing excellence in education AND a Christian education.  Christian education by definition must be excellent education. 

The good news is that many parents will learn to understand and appreciate the development of a Christian worldview once they experience it through the lives of their children.  Those who enroll for other reasons, e.g., academic quality, grow in their understanding and commitment to a Christian philosophy of education—but most do not start with that understanding or commitment. 

Excellence is in and of itself a holy goal when done for God’s glory.  It is also a practical means to encourage parents to enroll their children in our schools and to sacrifice to keep them enrolled.  Over time, these parents become strong advocates of Christian education for ALL of the right reasons.

Excellence Starts with an Excellent Faculty

I am not going to beat around the bush.  We must do whatever it takes, provided it is biblical, to ensure that every classroom is staffed with a highly competent Christian teacher.  We must dismiss, ethically and graciously, those who are unable or unwilling to learn and grow and who are merely adequate.  We must stop the educational malpractice of having students educated by mediocre teachers using “grace” as a pretext for an unwillingness to make hard decisions.  We do not have the right nor the liberty to make our students bear the educational cost of sitting under the instruction of ineffective or mediocre teachers.  Period.

I am absolutely convinced that the most important thing we can do to honor our Lord, serve our families, and strengthen our schools is to hire, train, and retain only excellent Christian teachers.  The same general principle holds true for every employee we hire or keep but quality instruction in each classroom must be our first priority.

Parents will make great sacrifices to have their children in a school where they know that their children will receive dynamic, creative, loving, and effective instruction year after year from mature Christian teachers.  They will—and I think rightly so—look for other educational options if this is not their experience.

For more information on hiring and training teachers, see my previous article “Rethinking Staff Development: “This Too Shall Pass.”

Distance Learning

Our schools need to consider how to leverage new technologies, particularly distance learning, to enhance and expand their curriculum and market.  For more information on this topic see my previous article “Can We Keep Up with the Competition?”

Think Ahead—Anticipate

It sounds like a cliché but we need to be less reactive and more proactive as leaders.  We need to look over the horizon in order to position our schools to take advantage of new opportunities and to meet new challenges. 

Case in point.  As I read the Wall Street Journal and witnessed the unraveling of the economy one of my first thoughts was, “How will this affect our parents and school?”  I quickly came to the conclusion that the rising unemployment rate would translate into lower retention rates, fewer new applications, and the increased aging of our accounts receivables.  With those thoughts in mind we quickly made the following decisions prior to the creation of the budget and prior to reenrollment deadlines:

1. We increased the total funds available for financial aid.
2. We froze all salaries.
3. We postponed a major capital campaign.
4. We intentionally “over-enrolled” our classes where possible—exceeding our stated enrollment caps.  We did so anticipating future attrition, which would bring the numbers back down to normal levels while simultaneously ensuring full enrollments.  Sure enough, that is precisely what happened.  In fact, in God’s providence, we have a record enrollment this year.
5. We continued to expand and develop our programs.  Cutting back on quality is NOT the right response.  We added a digital photography elective this year and an environmental studies course last year.  We are moving aggressively ahead with the development of our distance learning program and we are inviting world-class scholars and leaders to the campus.  We are also expanding our dual-enrollment program.
6. We continue to place top priority on the qualify of instruction in our classrooms as reflected in multi-year intensive training programs, teacher mentoring, and thorough evaluations.
7. We continue to invest in mapping the entire curriculum.
8. New technology is being added on both campuses including additional SMART boards for the elementary campus and server technologies that will enable us to move much closer to a “paperless” environment.
9. We are beginning to review the potential of digital textbooks as an effective and less costly option to standard printed textbooks.
10. We are expanding our efforts in Alumni development.
11. And  more…..

I share this information with you to illustrate that hard economic times is precisely the time to focus on quality and value while simultaneously working to reduce cost. Rather than reacting to the situation, we must plan aggressively for the future always asking, “how can we be more effective?”  “How can we provide greater value for our parents?”

Excellent Communication

We sometimes assume too much.  We assume that parents understand Christian education.  We assume that they know about our programs and the enhancements that we have made. 

The truth is that most parents are focused on their children and those things that immediately affect them. They are barely aware of “other” things going on in the school. 

It is important, however, that parents be aware of all school-related matters from the more dire, e.g., how the school is responding to the H1N1 virus to the new initiatives underway that will help their children.

It is an old advertising adage that it takes seven times for a message to “click”.  That means that we must communicate often using multiple venues and media.  Email, newsletters, meetings, Facebook, Twitter, one-on-one lunch meetings, the school’s website, etc……  Be creative but repeat repeat repeat! 

A Bias for Yes

I like to give my business to those who go out of their way to provide good customer service.  I am willing to pay more for good service.  So are most of our parents. 

The danger that we face is that we can create policies or respond in a way that demonstrates that “our convenience” “our policies” are more important than the needs and/or wishes of our paying customers—and they are customers! 

We strive to have a “Bias for Yes.”  “Yes we Can!” (Sorry, I couldn’t resist!)  “Yes we will.”  “Yes, we will seriously consider that.” 

Obviously we can’t always say yes.  I have had to turn down a number of requests from parents this year.  But I only do so when it is absolutely necessary to comply with important policies designed to enhance our service to parents/students or to protect them. 

We don’t say no because doing so is more convenient for us!

Concluding Remarks

The educational marketplace is more dynamic and competitive than it has ever been.  This new market reality combined with current economic difficulties create significant challenges and opportunities for our schools.  Although we cannot change the external environment we can and must adapt our internal practices and programs.  Adapting is the only way many of our schools will survive, let alone thrive.

How Facebook Can Affect Your Enrollment, Marketing, and Communication

According to Sharon Gaudin of Computerworld, a recent study shows that social networks for middle-agers (that’s most of us reading this article) are now a more popular form of communication than email.

I remember that just a few years ago many Christians, including Christian school administrators and teachers, viewed social networks as the exclusive domain of teenagers or were immoral, or both and therefore should or could be ignored.  Such a perspective was a mistake then and is a mistake now.  Social networks are a form of communication and social interaction.  Social networks are neither inherently good nor inherently evil.  HOW they are used determines their value.

According to a report by Nielsen Online (download PDF), social networks are used by two-thirds of all worldwide online users.  Social networks and blogs have become the fourth most popular online products.  The report lists e-mail as No. 5 on the list of users' favorite online tools. Search tools, portals and PC software topped the list.

Other highlights of the report include:

• Putting the growth of social networks – popularity and engagement – into context
• How the audience to social networks is changing
• The challenges facing advertisers on social networks
• What advertisers can do to find the magic formula for advertising in social networks
• Factors contributing to the Facebook phenomenon
• Why localization has won the day in many countries
• Where mobile social networking has taken the greatest hold
• What ‘traditional’ publishers can do in the face of the social network phenomenon

Mind Share

“Of the social networking sites out there, Twitter and Facebook seem to have the lion's share of the mind share these days. And Facebook has the lion's share of the market share, as well. In January, online researcher comScore Inc. reported that Facebook, once thought of as the up-and-coming social network, had overshadowed rival MySpace, with nearly 222 million unique visitors in December compared to 125 million for MySpace.

To back up comScore's numbers, Facebook CEO Mark Zuckerberg noted in a January blog post that the social networking site had hit a big milestone -- 150 million active users, nearly half of whom use the network daily.”

Neilson’s report also shows the significant increase in the time spent on Facebook:

In all the markets that the company tracks, Facebook is visited monthly by three of every 10 people online.

Our Parents and Prospective Parents are on Facebook

THE MOST SURPRISING FINDING OF THE REPORT is that Facebook’s greatest growth in global audience numbers has come from people aged 35-49!  Social networks aren’t just for the teenage set anymore.

This is the prime child rearing, school selecting age of the population!

Should We Use Facebook and Other Social Networks to Connect with Parents?

Frankly, I don’t know the answer to that question but I am researching the issue because I believe we should try.  Here are some of the issues to consider.

Our Mindset/Mental Model Must Change

Traditional advertising is one-way communication—the message is pushed or placed in front of the intended customer.

Social networks by definition are SOCIAL and therefore the “advertising” must be a conversation.  According to Nielson, “the point that social network members are co-creators of content and, therefore, have a sense of ownership within the site means advertising should be about participating in a relevant conversation with consumers rather than simply pushing ads on them. After all, it is social media. Advertising shouldn’t be about interrupting or invading the social network experience, it should be part of this conversation.”

This two-way conversation presents opportunities and problems.

Positively, it provides a framework for engaging in authentic conversations about education, Christian education, and our schools.  Facebook, for example, is a wonderful way to provide helpful information to current and prospective parents.

Negatively, we run the risk of false accusations and unjustified negative comments being made by disgruntled individuals.  The social network, if not managed well, could also foster gossip and slander.

In other words, promoting our schools through social networks can be a two-edged sword.

“Messaging within advertising should come from a more authentic, candid and humble perspective.

Social media has, once again, brought word of mouth to the fore as the ultimate form of advertising at a time when traditional advertising is suffering from a major lack of trust.

Nielsen’s analysis of social media conversations back in 2007 and again in December 2008 showed that ‘false’ was the term most closely associated with “advertising”.
Social media has fanned the flames of consumer distrust about advertisers claims. However, at the same time social media has provided the motive, opportunity
and means for advertisers to engage consumers in a more open and honest way.”

Building Trust and Friendships with Parents?

The report goes on to note that “social networks are ultimately about friendships, where members add value to each other’s lives through interaction.  Therefore, advertising should follow the same philosophy of adding value through interaction and consultation. Fan sites or sponsored groups are, perhaps, one of the ore successful examples of social network marketing that touch on the principles of interactivity and adding value …

However, the challenge for advertisers is that discussions within these groups won’t necessarily align itself with the brand-designed messaging. Much like a friendship, marketing on social networks requires continual investment – in terms of time and effort as opposed to financial – to be of value to both parties.”

In other words, some of the conversation on a Facebook fan page for our school will not reflect the message that we are trying to communicate.  Some of the comments posted by participants may be blatantly false. Although this presents a significant problem, it also presents an opportunity—an opportunity to correct false information, rumors, and gossip and to share positively the philosophy and impact of Christian schooling.  Doing so of course requires that someone from the school be fully engaged with the Facebook site.

What Do You Think?

• Does your school have a Facebook presence?  If so, why?  If not, why not?
• If your school has a Facebook presence, how has it worked?  Has it been a net positive experience or a negative one?

Technorati Tags: Facebook,Social Networking,Social Network,Advertising,Christian,Schhool,Education,Christian School,Christian Education

Can We Keep Up with the Competition?

(Reposted from Goggle Blogger)

We are in danger of becoming increasingly irrelevant and non-competitive. If we do, we will lose students.

Historically, our competition has come from free public schools, charter schools, and homeschooling. Our new competition is coming from technology enabled courses offered by public schools, colleges and universities, and virtual schools, including virtual Christian schools. This development is changing the educational landscape and the school market. The current recession is likely to accelerate this change.

Public schools are adopting interactive technology and distance learning (D.L.) at an accelerating pace. Moreover, there is an increasing number of online virtual schools in higher education and in K-12 education. These options make virtually (pun intended) any course available to any student anytime, anywhere. Students and their parents are no longer restricted to brick and mortar traditional schools to have access to high quality fully accredited courses.

The Explosion in Distance Learning

Alabama, not historically known for innovation or high quality education, is leading the nation in connecting every public school in the state to online asynchronous courses and synchronous courses offered through video conferencing and other interactive technologies. Every student in the state now has access to a wide range of courses, including honors and AP courses that have historically been only offered to students in larger schools in wealthier school districts. The image below shows some of the courses offered through Alabama's Access Program.

To view a short news clip from Fox News about the Access program, click here.

As reflected in the Alabama Access Program, distance learning is exploding. According to Drs. Horn and Christensen (authors of Disrupting Class1) of the Harvard Business School, public education enrollments in online classes have skyrocketed from 45,000 in 2000 to roughly 1 million today. It is projected that by 2020 over 50% of high school classes will be available online1.

The Florida Virtual School (FLVS) reflects this explosion in D.L. Founded in 1997, FLVS currently enrolls 63,675 students in grades 6-12. Enrollment is open to public, private, and home school students.

FLVS offers more than 90 courses—including core subjects, world languages, electives, honors, and over 10 Advanced Placement courses. FLVS courses are accepted for credit and are transferable. Florida Virtual School is accredited by the Southern Association of Colleges and Schools and courses are NCAA approved. FLVS also offers AP Exam reviews in April, even for students who did not take the course through FLVS.

Drs. Horn and Christensen outline four reasons why distance learning will continue to grow:

1. Distance learning technologies will keep improving.

2. Distance learning provides the ability of teachers, students, and parents to select right learning pathways for differentiated learning thus customizing the education to the learning preferences and needs of each child.

3. The looming teacher shortage caused by the retirement of baby boomers will propel schools to move to distance learning to gain access to hard to hire teachers in math, science, and other subjects.

4. The cost of distance learning will fall significantly.

Distance Learning Is and Will Disrupt the Traditional Classroom and School

I highly recommend Disrupting Class: How Disruptive Innovation Will Change the Way the World Learns by Drs. Christensen, Horn, and Johnson. For a good overview, click on the play button below to watch a video podcast interview with the author, which runs approximately four minutes.

The short video below from Harvard Business School provides useful background context to Dr. Christensen's book. A key concept in this video is winning not by doing it better but doing it differently.

The key concepts in the video sound very familiar in our schools.

The Stimulus Plan is to Include $1 Billion for Ed Tech in Public Schools

According to Edweek2, the Obama Administration plans to spend $1 Billion for Ed Tech. The House Democrats' "American Recovery and Reinvestment" plan includes "$1 billion for 21st century classrooms, including computer and science labs and teacher technology training."

The House Democrats' plan overall includes $41 billion to local school districts, including $1 billion made available through the Enhancing Education Through Technology (E2T2) program, which last year was just $263 million. From the House Democrat's proposal:

We will put people to work building 21st century classrooms, labs, and libraries to help our kids compete with any worker in the world.

Such developments have the potential to make public schools more competitive with Christian schools.

Competition from an Unexpected Source-Virtual Christian Schools

I can already hear the rejoinder "but we provide a Christian education in a Christian environment. This type of education cannot be replicated by technology."

It is true that neither distance learning nor any other technology can perfectly replicate the experience of community that one finds in a brick and mortar school. Warm human interactions, prayer in the classroom, chapel services, the excitement and lessons learned through athletics and fine arts are life changing and life enriching experiences that can only occur through face-to-face human interaction.

However, it is naive to assume that these rapidly developing technologies do not pose real challenges to our schools--and real opportunities.

The Challenges

1. The number of parents theologically and philosophically committed to Christian education is relatively small. Given the growing shallowness of Christianity in the U.S. and the evangelical church in particular, this number is likely to grow smaller.

As I noted in a previous post, for many parents, the "Christian" in education is not as important as "quality" in education. Many of our parents enroll their children in our schools for reasons other than the development of a biblical worldview, which frankly, most of our parents do not understand because their entire educational experience was secular, not Christian. They may have a Christian heart but most have a secular mind.

Once having experienced the benefits of Christian education, some of our parents come to a deeper understanding of and commitment to the philosophy of Christian education. Most, however, do not start with this understanding and many never acquire it.

Based on formal and informal surveys that I have conducted with parents over the years, I find that parents enroll their children in our schools for the reasons outlined below. Although survey results vary, in general the order provided below reflects the priorities of parents when deciding to enroll their children in a Christian school.

• A sense of security and safety
• Christian atmosphere (meaning good values, nurture, and protection from the "world")
• Academic quality
• Relatively small sizes
• Christian worldview

The essential question for us is "can distance learning replicate the above benefits of Christian education?" I believe that it can--at least partially and most importantly--well-enough for many of our parents. I believe this will become increasingly true for several reasons:

• Younger parents will be much more knowledgeable and comfortable with online learning (many will experience it first hand in college). Online learning will not have the stigma that it does for many of our current parents, administrators, and teachers.

• The notion of community is changing due to social networking sites like Facebook.

• Rising tuition may make Christian education increasingly unattainable for many.

• Technology will continue to improve resulting in enhanced synchronous interaction through high speed embedded video-conferencing technologies like Wimba.

Moreover, it is interesting to reflect upon how many of the reasons cited by parents for enrolling their children in a Christian school can be at least partially met through online classes.

• Security and safety is provided when students are at home with parents taking coursework online.
• Christian students interacting live with a Christian teacher does provide a Christian atmosphere, albeit in a more limited fashion. Moreover, our students view social interactions differently than we typically do. For them, interaction through social networks and other technologies IS social interaction and quite natural. As evidence, all you have to do is watch a group of teenagers together. They spend as much time texting their friends as they do interacting with those directly in front of them.
• Academic quality can be maintained when highly qualified teachers are teaching using interactive asynchronous and synchronous technology such as video-conferencing, chat rooms, Skype and similar programs. In fact, sometimes the quality can be better! It is now possible and relatively inexpensive for students to take online courses from instructors with Masters and Ph.D.'s, e.g., from India. For an example, click here.

To put this into perspective, consider the following information provided by one online provider of tutoring services.

• The small class size speaks for itself.
• A Christian worldview can be taught by using Christian teachers and Christian material. Sitting in a traditional classroom is not necessarily required. For example, Reformed Theological Seminary offers theological degrees through distance learning. As I was researching material for this article I discovered a video that I did not know existed by my own pastor outlining the benefits of distance learning for theological training.

To the extent that parents believe that they can provide their children most of what is available in a traditional Christian school by combining distance learning, homeschooling, and extra-curricular programs through community programs, we run the risk of experiencing enrollment declines. As technology improves, our younger more technology savvy parents may choose options other than the local Christian school. They will make a cost benefit assessment something like this: "I am willing to get 80% of the benefits of a traditional Christian school for 50% of the cost." The graphic below, which I developed for a workshop I recently conducted, illustrates the calculation being made by parents.

This leads to the next development in the market--the Virtual Christian School.

2. There are a growing number of Christian Virtual Schools such as Sevenstar Christian Academy. Schools such as Sevenstar offer online classes taught by Christian teachers, primarily to students of Christian parents. This is a new development that adds another player in the Christian school market.

As an experiment, I did a simple Google search for "Christian school distance learning". Here is what came up (note there are more than 10 pages of search results):

3. The recession is creating significant challenges for our parents. These challenges may affect parents' decisions regarding the enrollment of their children in a Christian school.

• Many of our families will experience job losses for one or both spouses.
• Many families will receive little or no pay increases, some will experience reductions. On the other hand, most of our schools will raise tuition.
• Employers are shifting health insurance premiums to employees and increasing co-pays thus reducing family disposable income.
• Families have lost wealth making paying for college more difficult or impossible. Some parents will decide to forego paying K-12 tuition to save money for college.
• Families are worried about retirement. Some may reallocate tuition to retirement accounts.
• Grandparents may have less disposable income to assist with tuition.
• Many families will focus on reducing debt and saving money.

4. The availability of high quality academic courses through both Christian and public schools, along with the recession, may encourage more parents to homeschool their children.

The Opportunities

Although the explosion in distance learning poses challenges, it also presents a significant opportunity. Consider the potential benefits of D.L. for our schools:

• Distance learning provides a vehicle for extending our school ministries by enabling our schools to offer Christian education to students who do not have access to quality Christian schools or whose parents cannot afford it. Distance learning provides the opportunity to expand the Christian school market in ways hitherto not possible.
• We have the opportunity to form strategic alliances to offer courses to our students that we otherwise could not afford to offer as individuals schools, e.g., Chinese, astronomy, etc.
• A new revenue stream is created by enrolling new students but without the added cost of new facilities and auxiliary services.
• Extending our educational ministry impact to international students along with the opportunity to connect our classrooms with classrooms in other countries thus fostering cross-cultural understanding and deepening our students' interest in world affairs and missions.

These are just a few of the potential benefits of this revolution in technology and learning. The question is "how are we going to respond?" As I see it we have three options:

1. The proverbial ostrich approach--deny the reality of what is already occurring. Adopting a smug, but in my humble opinion misplaced, confidence that D.L. is a fad or at most a niche phenomenon that will not materially affect the educational marketplace or our schools.

2. Adopt a theological superiority complex that in effect relegates distance learning to a sub-Christian status because it lacks the traditional definition of community. I call this the "Christian Luddite Syndrome" or CLS.

3. Prayerfully and creativity determine how we can redeem this new technology for God's glory, the advancement of His kingdom, and for the benefit of our schools and students. In short, we don't have to throw out the baby with the bath water. Whatever the shortcoming of D.L., we can and should work to redeem the technology to make it all that it can be in service to the mission of Christian education.

Can we keep up with our competition and should we care? I believe the answer to both questions is an emphatic YES. We face both a challenge and an opportunity. Our response will determine which it will be for our schools.

An African Proverb provides an insightful summary of where we may find ourselves as Christian schools:

Every morning in Africa, a gazelle wakes up.
It knows it must run faster than the fastest lion or it will be killed.
Every morning a lion wakes up.
It knows it must outrun the slowest gazelle or it will starve to death.
It doesn’t matter whether you are a lion or a gazelle.
When the sun comes up, you better start running.

You Are Invited

I am currently working on a major distance learning initiative that will involved several Christian schools in the U.S. and overseas. If you would like to learn more about this initiative and your possible involvement, please email me (christianschooljournalblog@gmail.com) for more information.

References

1. Christensen, C., Horn, M., and Johnson, C., Disrupting class (2008): How disruptive innovations will change the way the world learns, McGrawHill, p. 91

2. Source: http://blogs.edweek.org/edweek/DigitalEducation/2009/01/1_billion_for_ed_tech_in_house.html

Technorati Tags: Distance Learning,market,Christian school,Christian education,Technology,Ed Tech,Educational technology,innovation,disruptive technology,disrupting class,educational reform,enrollment