WELCOME! ACSI District Meeting Southeast Region, Fall 2017 Agenda - - PowerPoint PPT Presentation

WELCOME!

ACSI District Meeting

Southeast Region, Fall 2017

Agenda

Topic Time Coffee & Fellowship 9:00 – 9:30 am Welcome - Devotions & Prayer 9:30 – 9:45 am Introductions/Overview 9:45 – 9:55 am Discussion Topic #1 – Barna Parent Research Pt. 2 9:55 – 11:00 am Refreshments/Restroom Break 11:00 – 11:10 am Discussion Topic #2 – Dealing with Cultural Challenges 11:10 – 12:20 pm Wrap up & Prayer – Google Survey 12:20 – 12:30 pm Lunch - Corporate Partners 12:30 – 1:15 pm Questions? More Discussion? (Optional) 1:15 – ?:?? pm

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Multiple Choice

Applying insights from the ACSI “school choice” Study

District Meetings 2017-18

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Today’s Context & Research Study Details

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Objectives of ACSI School Choice study Understanding that faith engagement, U.S. culture, and schools are shifting over time, this study focuses

• n current and prospective ACSI parents to help

understand the decision-making practices and influences of parents within this changing ecosystem.

A copy of the full BARNA REPORT is in the folder you received TODAY! *Download the full report for free at: https://www.acsi.org/researchbarna

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Research study details

Prospective parents: 400 K-11 parents “open” to private Christian school

• How do prospective parents choose schools? What do they value, and what are their

perceptions of different school types?

• What do Millennial prospective parents look like?

ACSI Current parents: 971 respondents

• What are the motivations/barriers for parents who choose Christian education?
• How are Millennial families different in their goals and decision process?

Homeschool: 221 homeschool parents

• Which are the drivers for choosing homeschool or online over private Christian schools
• r other alternatives?

Pastors/church leaders: 456 Protestant pastors, 27 Catholic

• What are pastors’ opinions about private Christian schools?

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America’s Faith Context is Changing

Millennials are more likely to be “nones”

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Millennial (1984- 1996) Gen X (1965- 1983) Boomer (1946- 1964) Elder (before 1946)

Evangelical Born Again but not Evangelical Notional Christian Other Faith "None"

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Christian schools are a niche market

66% 9% 5% 6% 2% 5% 2% 68% 12% 5% 6% 4% 7%

Public Charter Magnet Online Private Christian School Private NON- Christian School Catholic

All Parents Born Again Christian Parents Currently Have Child at... (among parents of 4 – 18 year olds)

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Parents’ experience with school types is diversifying

Boomers/ Elders Gen X Millennial

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Questions for discussion

• How do you see these faith trends playing out in your school’s market?
• Among prospective parents / students?
• Is the interested market shrinking, growing or stable?
• Among current parents / students?
• Have the faith convictions and/or practices of current parents changed? In what ways?
• How do you see the school “market” evolving in your area?
• Are there new offerings in charter, magnet or private schools?
• If so, how are these impacting prospective as well as current parents’ perceptions of your

school?

• Have homeschool or online school resources impacted parent interest?
• What strategic changes have you considered or implemented in response to

these market shifts?

• How might your school’s features or offerings change in the future?
• What needs or problems do you need to solve when it comes to marketing and

attracting new students?

• How are you equipping parents in these times of change in the faith landscape?

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Parents’ Goals & Priorities for Education

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Parents’ Goals for Education

There are many possible outcomes of a good education. When you think about the goals or ultimate purpose of education, what do you hope your child will obtain? (choose five most important from the list)

* Indicates those goals that are not statistically different (90% CI) between prospective and ACSI parents; all others significant differences

1

1% 10% 12% 22% 22% 29% 32% 33% 36% 52% 54% 60% 65% 68% 4%* 28% 22% 29%* 38% 45% 51% 19% 17% 46%* 21% 47% 33% 53%

Increased social status or mobility Financial success Independence from parents Good relationships Fulfilling career Increased opportunities in life Practical life skills Discovery of calling or purpose Spiritual maturity Leadership skills and abilities Faithfulness and obedience to God Wisdom (ability to apply knowledge) Love for God and people Strong principles and values

Prospective Parents ACSI Parent

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Current parents prioritize what they see Christian schools to excel in

2

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Prospective parents value achievement over spiritual formation

2

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Questions for discussion

• Do you notice differences in the goals or priorities of current vs. prospective

parents?

• How do your observations compare with the findings of this study?
• Or do you believe / have you noticed a shifting in parents’ priorities and engagement

AFTER they enroll and become a part of your school community?

• How might you adjust your school’s features and offerings to meet the

changing priorities and goals of parents?

• What tangible changes could you make or should you consider?
• What intangible (or cultural) changes could you make or should you consider?
• Think about messaging to prospective parents…
• What can or do you communicate that speaks to their priorities?
• How might you further improve those messages?
• What proof points can or do you give prospective parents to demonstrate your

alignment with their priorities?

• Are there other areas where you need to educate or encourage prospective parents to

reconsider their priorities?

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Millennials are more influenced by their own parents, teachers and spouse

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Deploy the survey from the Multiple Choice study!

ACSI and Barna are offering participation in this survey for your current parents. This will help your school understand the priorities and perceptions of your parents so you can address any gaps and adapt for the future. 1.

Sign up now on the ACSI website – fill out a quick form indicating your interest. Visit acsi.org/districtmeeting2017 ‘landing page’ to learn more

2.

Pricing and explanation of the process provided

3.

Upon launch of the site, receive and send out the survey link to your school’s parents

4.

Responses will be gathered into a summary report comparing your ratings to national averages

5.

Use these insights to develop and deploy new strategies to help your school succeed into the future!

How can your school learn from such insights?

• Oct. 12-13 | Winston-Salem, NC.
• Oct. 25-27 | McDonough, GA (w/Religious Liberties Conference)
• Nov. 20-21 | Lynchburg, VA.

January 25-26, 2018 | Lancaster, PA.

Christian education will face challenges in the coming years, but what are those challenges and how do we prepare for them? How do Christian educators and leaders respond to the key issues in schools and communities around the world? In February 2017, more than 700 Christian educators from 23 countries came together in conversation and collaboration around these very questions—and now that conversation continues with you.

Pivot: New Directions for Christian Education

Order your copy from PurposefulDesign.com today! Be part of the next conversation: Global Christian School Leadership Summit 2019!

January 30–February 1, 2019 Grand Hyatt San Antonio, San Antonio, Texas

Researched information and insights from leaders and practitioners of the Christian education movement.

blog.acsi.org

Online now!

Blogs on Christian Education

Explore additional resources from Barna Research and ACSI Legal Legislative on the topics discussed at this district meeting.

ACSI.org/districtmeeting2017

District Meeting Landing Page Link

NO NOW W WH WHAT? AT?

Making SE District Meetings Better

How effective was this meeting? How can we improve for God’s glory?

Suggestions, Ideas, Feedback?

(205) 807-5360 David_Balik@acsi.org

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APPENDIX Parent Profiles

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Christian school parents are more diligent in spiritual formation, both in and outside school

Spiritual Learning Opportunities Beyond School 5% 9% 35% 45% 53% 67% 71% 12% 19% 20% 33% 35% 28% 53%

Catechism class Others Bible Study Vacation Bible School Church youth group Family Bible reading and prayer Church Sunday School Prospective Parents ACSI Parents

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Current Parents’ Goals for Education Top Factors in Choosing Schools

Strong Values Love for People Love for God Wisdom Leadership Obedience to God

Academic Safe Environment Teachers

(care/accessibility)

Developing Character

Faithfulness

Current Parent School Decision Process

3

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Prospective Parents’ Goals for Education Top Factors in Choosing Schools

Strong Values Increased Opportunities Practical Life Skills Wisdom Leadership Fulfilling Career

Academic Safe Environment Teachers

(care/accessibility)

Developing Character

Prospective Parent School Decision Process

3

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42 21 56 23 43 57 22 52 27 17 38 28 17 72 11 9 1 7 43 3023 40 60 10 4136 14 48 19 15 32 33

Mean age Millenials GenX Boomers/… Male Female Urban SubUrban Rural Northeast South MidWest West White Hisp Black Native Am Asian/PI < $60K $60K-<$100K $100K+ Practicing… Non-Practicing Evangelical Non-Evanglcl… Notional Other/No faith Protestant Catholic Protstnt, Mainline Protstnt, Non-… Other…

Prospective Parent Demographics

Demographics of Prospective Parents Prospective vs. Current: Prospective parent group has more Millennials, < $60K, non-practicing Christians, non-evangelical, notional, other/no faith, more Catholic, ethnic diversity, urban

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44 5 79 17 28 72 12 62 26 18 55 15 11 89 5 4 1 1 1721 48 82 18 4447 8 1 72 6 12 60 22

Mean age Millenials GenX Boomers/… Male Female Urban SubUrban Rural Northeast South MidWest West White Hisp Black Native Am Asian/PI < $60K $60K-<$100K $100K+ Practicing… Non-Practicing Evangelical Non-Evanglcl… Notional Other/No faith Protestant Catholic Protstnt,Mainline Protstnt, Non-… Other…

ACSI Current Parent Demographics

Demographics of ACSI Parents Current parent vs. Prospective: ACSI parent group is more Gen X, Suburban, South, white, $100K+, practicing Christian, more evangelical and fewer notional/no faith, non-mainline, fewer Catholic

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Case Study 2

• A Christian school that had been committed to a shortened school schedule

for many years found itself facing declining enrollment and fewer applications

• Insights from school observations:
• Parents’ needs were changing. Those who could afford tuition more often had two working

parents (now half of families, compared with just a few two decades prior). Two working parents meant more need for a fuller schedule.

• Those willing to make the investment in private education wanted to know their child(ren)

were getting excellent academics, access to extra curriculars, AND spiritual formation

• Those less willing / able to make the investment, or who prioritized spiritual formation over

academics, often chose home school instead

• What did the school do in response?
• Added a broad selection of after-school enrichment programs: some academic, some

sports, some arts. These programs were implemented with the highest standards of quality so that parents felt they were truly enriching, not just babysitting.

 Clubs reached max capacity nearly immediately and continue to expand, with parents willing to pay

extra for the combination of convenience and an enriching experience

• Early elementary programs were extended and parents offered a choice of 3-day and 5-

day Kindergarten to attract families who were inclined toward full-schedule alternatives

 The 5-day program was full in the first year; 3-day classes were cancelled due to lack of interest…

despite many current parents asserting that the shorter schedule was a primary reason they choose the school years ago

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Influencers of, & Barriers to, Choice School Perceptions

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What are barriers to private Christian schools?

5

76% 43% 20% 13% 14% 9%

Preferred school's cost Preferred school's location School cannot accommodate special needs Not possible to send a child to preferred school due to…

Prospective Parents preferring PCS Current Parents

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Cost aside, half of prospective parents would choose Christian/Catholic school

5

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Current Parents are willing to sacrifice for Christian school

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What influences parents’ ideas about schools?

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Base: varied based on familiarity On a scale from 1 to 10, where “1” is “Poor” and “10” is “excellent,” what is your overall rating of the following school types?

47% 53% 67% 45% 75% 70% 76% 6% 16% 23% 9% 91% 43% 32%

Public Charter Magnet Online Private Christian School Private NON- Christian School Catholic

Top 3 Box (Rated 8,9 or 10)

Prospective parent ratings Current ACSI parent ratings Rated Very Good or Excellent

How do parents view schools in their area?

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Prospective Parent Image of Schools

0% 20% 40% 60% 80% 100%

Christ-centered Respectful Loving Clean Focused on my child’s future Nurturing Challenging Fosters Excellence Orderly Professional Fun Competitive Imaginative Lets kids be kids Strict Percent of Parents

Private Christian Public Charter Private - non Christian Catholic

Thinking about the general “feel” of the school, which of the words below, if any, would you associate with this [school type]?

8

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Current Parent Image of Schools

0% 20% 40% 60% 80% 100%

Christ-centered Respectful Loving Clean Focused on my child's future Nurturing Challenging Fosters Excellence Orderly Professional Fun Competitive Imaginative Lets kids be kids Strict Percent of Parents

Private Christian Public Charter Private - non Christian Catholic

8

Thinking about the general “feel” of the school, which of the words below, if any, would you associate with this [school type]?

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Questions for discussion

• Again thinking about messaging to prospective parents…
• What can or do you communicate that addresses their perceived barriers?
• What creative solutions can you find to address cost and location barriers?
• Are there other resources that parents can tap?
• Are there other resources your school can tap?
• What proof points can you offer to influence prospective parents’ perceptions of

Christian schools / your school?

• How might you modify school tours, materials, etc. to incorporate these messages?
• How can you engage other influencers of school choice?
• What marketing communications can you develop?
• What programs might you offer to engage them?
• If “other parents” are a significant influence, are you developing

“cheerleaders” for your school among your current parents?

• How are you leveraging them for marketing?
• What else could you do to deepen their engagement and help them bring up the

topic of education with their peers?

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Case Study 1

• A Christian school desired to combat the idea that Christian schools are too

serious

• Insights from Multiple Choice study:
• Need to counter the perception that Christian schools are lacking fun, freedom, and life
• Other parents are a top source of influence
• What did the school do in response?
• At Open House, had children's choir perform a Christian piece and a fun piece called "The

Knock-Knock Song." Staff joined students in jumping around to the song, with no semblance of Christian stuffiness that can be associated with religious schools

• Retooled communications to emphasize fun as well as academic and personal

development

• Developed “raving fans” in current parents and armed them with key messaging that

communicates the school’s values and benefits to prospective parents – they are the greatest marketing tool a school has

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Case Study 1

• A Christian school desired to prepare for the future and spur enrollment
• Insights from Multiple Choice study:
• Parents’ changing priorities for a balance of achievement / career prep vs. spiritual

formation means recognizing that more parents now expect “both / and” (not “either / or”)

• Parents need to be assured of academic rigor as well as preparation for careers after

college

• What did the school do in response?
• Implemented new tagline: "21st century skills. 1st century faith."
• Highlighted career prep programs: teach coding to all students, preschool through 8th

grade; STEM team sending experiment to space via SpaceX

• At Open House, gave each prospective parent a personal middle school ambassador who

answered questions and demonstrated the balance of skills and character Enrollment is up 36%!

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Case Study 2

• A Christian school desired to address the tuition barrier
• Insights from Multiple Choice study:
• Cost is the primary barrier to choosing a private Christian school, especially since many

good, free alternatives are now available

• Millennials seek more advice from their parents; grandparents are more involved in

children’s day-to-day lives

• What did the school do in response?
• Developed an intentional grandparent program: Grandparents’ Day fine arts program,

special mailings just to grandparents, and opportunities for grandparents to participate from afar in school events such as the annual auction event

• Pursued donations to the school’s general fund as well as fostered a willingness to invest

in their grandchildren’s tuition to private school. Grandparents are now a significant part of marketing efforts and sustainers of the school