Convert Your parents into cheerleaders and Donors:

AKA “It’s the Content, Stupid”

• Will Redway– Alumni Relations, Development,

Annual Fund, Communications, Capital Campaigns at Colgate, Babson, MIT and St. Mark’s School of Southborough

• Allison Skidmore

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Only One Objective for your On-Line Communication Strategy

Your School’s long term Sustainability

Which is made up of…

Retention (Fired up Parents)

Educated Community (Fired up Parents/Alums/Faculty, High Morale because

your community believes in your mission)

Fundraising (then becomes easy…er…easier)

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Silos: Technical and Political

Schools tend to look at technology, software, and communications needs in departmental silos.

The Enemy……

The Enemy……

Sports Schedule changes

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School InitiatedPush Strategy

Homework Log In

Calendar Changes

E-Newsletter

Volunteer/Board

Email Updates

That neato blog that cool teacher does

My head heard that we should be sending videos

ADD-A-MESSAGEITIS….

Chuck-everything-at –the-wall-until-it-sticks method

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#BBK12UC

Leadership Team should

recognize that changing

from a Push to a Pull

strategy is an

Etch a Sketch moment.

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#BBK12UC

Who is Responsible for key messaging?

Give your constituents the content they want

Prospective Families

Will my child fit in here?

Is it worth it?

Do I like you?

Can I get involved?

Can I apply? What makes you different?

Current Families

Where is my child’s:

homework?

teachers?

Teachers thoughts about my kid?

directory?

schedule?

pick-up time?

permission slip?

soccer practice?

attendance?

Grades?

Bills?

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Teachers/Coaches

Where can I:HomeworkBlogTestsVideoScoresShare infoFind infoMessage othersGet my 401k info

Volunteers

Where is my:Next meeting?Friends?Info you were going to send me?Privileged info from the Head?Way to talk to other volunteers?

Example: Shore Country Day

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• Show examples:

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