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Episode 120: It May Be Time For You To Consider A Continuous Enrollment Model
“Enrollment Season”
Two words that can stir up a variety of emotions in nearly every private school leader. Enrollment season can cause you to feel stress, anxiety and uncertainty. You might be thinking “here we go again” and that is going to be a real grind.
According to Independent School Management, 30–40% of private schools are currently using a continuous enrollment model or are working toward implementing this approach in the near future.
For 31 years, I was used to a very traditional model: send out enrollment contracts, remind families of the deadline, start making phone calls when the deadline has passed, etc. But, two years ago, my most recent school switched to a continuous enrollment model and it has been a real game-changer.
On today’s episode of The Private School Leader Podcast, I want you to know that It May Be Time For You To Consider A Continuous Enrollment Model.
I know that you are super busy, so be sure to listen while you are doing something else. I hope that you will get value from this episode as you serve and lead your school community. Thank you for taking some time out of your day to listen to the podcast!
Thanks for making a difference,
Mark Minkus
Is it just me or are the parents at our schools getting more demanding and more intense, more often? Dealing with parents is part of the job as we lead our private schools, but it can quickly lead to stress, anxiety and feeling overwhelmed.
That’s why I created Parent Academy! Now you have a step by step framework that will help you go from feeling stressed and anxious to feeling confident and calm. Over the last 33 years, I have built successful relationships with thousands of parents and I have packaged that knowledge into an online course. Not only that, but after I teach you, I am going to teach your teachers these strategies as well! Parent Academy contains two, 45-minute webinars that are Teacher PD’s with a printable notebook, guided notes and discussion questions. Go to www.theprivateschoolleader.com/parentacademy to learn more!
What is your biggest problem right now? I want to hear more about your biggest problem and I want to help you solve it.
Whether your problem is feeling guilty that your family gets what’s left of you at the end of the day, relentless parents, difficult teachers, a lack of boundaries between work and school, feeling overwhelmed, Imposter Syndrome, enrollment or teacher morale, I can help.
I would love to hear more about your biggest problem and I would love to be your coach. Go to www.theprivateschoolleader.com/coaching to learn more about working with me 1-on-1.
Being a private school leader is a VERY difficult job. You have to make hundreds of decisions every day, and you have to keep everyone safe, increase enrollment, keep the parents happy, keep the board happy, motivate the teachers, deal with student discipline, beat last year’s test scores and come in under budget.
That can lead to you feeling tired, discouraged and stressed out. I’ve been there. That’s why I created THRIVE Academy just for you. THRIVE Academy is a digital course that will help you get out of survival mode and get back to feeling energized at school. To learn more, go to www.theprivateschoolleader.com/thrive
I am excited to share with you a new resource and I want to give this to you as a FREE GIFT to say “thank you” for listening to the podcast. It is called The 7 Secrets To Improving Teacher Morale. As private school leaders, we are always looking for ways to improve teacher morale at our schools, but it is hard to know where to start. Well, now you have a step by step plan and you can grab it at theprivateschoolleader.com/morale
I want to give you a FREE gift called 7 Strategies To Effectively Deal With Difficult Teachers. Sometimes we need some courage and confidence to deal with difficult teachers. What you need is a plan! This guide is a step by step plan that you can use to help one of your difficult teachers improve their performance and improve their attitude. Go to theprivateschoolleader.com/difficult to grab this free guide!
I’ve created a free resource for you called “The 6 Things That Every Private School Teacher Wants From Their Leader”. This guide is a 6 page pdf that will be a game changer for you. I guarantee you that if you do these 6 things, the teachers at your school will be happy to follow you. You can pick up your free guide by going to www.theprivateschoolleader.com/guide
I want to give you a gift to say “thank you” for listening to the podcast. I have created a FREE guide for you called “5 Strategies To Help You Work With Difficult Parents”. We know that working with parents is part of the job and most of our parents are great, but some of them can be very demanding and emotional and difficult. This guide will give you the tools that you need to build better relationships and have better meetings with the difficult parents at your school. Go to www.theprivateschoolleader.com/parents to grab the guide. Thank you again for listening every week!
Please check out all of the free resources on my website that can help you serve and lead your school community. There are "Plug & Play PD's" (45 minute webinars with guided notes) as well as Top 10 Lists of Leadership Books, Productivity Books and TED Talks over at www.theprivateschoolleader.com/resources. You can grab the show notes for today's episode at www.theprivateschoolleader.com/episode120
Please write a review of this podcast and help the algorithm push this content out to more leaders. I would love to get your feedback about the podcast, ideas for future episodes and hear about how you are implementing these strategies in your life and at your school. You can email me at [email protected] Thanks!!
I’ve created a FREE RESOURCE for you called “The Top 6 Ways To Protect Your School From a Lawsuit”. This is a 10 page pdf that will help you to keep your staff and students safe and help keep your school out of court. Litigation is expensive, time consuming and extremely stressful. This common sense guide will help you to be more intentional and proactive when it comes to protecting your school. You can grab “The Top 6 Ways To Protect Your School From a Lawsuit” at www.theprivateschoolleader.com/lawsuit. Thanks!
I am excited to share a brand new resource with you. It is a 9 page pdf called: “How To Use Verbal Judo To Have Better Conversations With The Parents At Your School” What is “Verbal Judo”? "Verbal Judo" is a communication strategy that focuses on using words effectively to de-escalate conflict, resolve disputes, and achieve positive outcomes in various interpersonal interactions, particularly in high-pressure situations.
George Thompson and Jerry Jenkins wrote a book called Verbal Judo: The Gentle Art Of Persuasion. So, I have taken several important strategies from the book and applied them to your life as a private school leader. Grab your free copy of “How To Use Verbal Judo To Have Better Conversations With The Parents At Your School” at www.theprivateschoolleader.com/judo
TRANSCRIPT:
Welcome to the Private School Leader podcast, where private school leaders learn how to thrive and, uh, not just survive as they serve and lead their schools. I strongly believe that it is possible to have a long and happy and fulfilling career as a private school leader. And my passion is to help you figure out exactly how to do just that right here on the Private School Leader podcast. And I'm your host, Mark Minkus. • • So I want to start today's episode by saying two words • • that will cause you to feel a certain way. • • • • And I'm not sure exactly how they're going to make you feel, • but I'm going to sayve them and then ask you a question. • •
About 30 to 40% of independent and private schools use a continuous enrollment model
So ready. Here are the two words. • • • Enrollment season. • • • • • • • Enrollment season. • • • • So does that cause • joy and happiness and excitement and, • • • • well, or • • • • • does it cause stress and anxiety and uncertainty and thinking about a grind and thinking, here we go again, and chasing down families and not being sure who's coming back and, • • you know, what emotions • • • come from the two words enrollment season • • • for you. • • • • Well, if you're listening to this in real time, • • • • we're right around the end of January, beginning of February, • • • • and I've been talking to my coaching clients, and I'll tell you when I ask them the question, what's taking up the most headspace, • • • • really, since winter break, and even the week before winter break, • • almost all of them have said, well, it's enrollment season coming up. So dot, dot, dot. • • • • • I'd, um, • say probably about 80% of my clients that that's the answer to that question. • • • And, you know, for me, for 31 years, • • • • • I • • • was at a school where we had a traditional, • • quote, unquote, traditional, um, enrollment season where, you know, you send out enrollment contracts • • and then you, um, um, you know, remind families of the deadline and you start making phone calls and you send reminders, and when the deadline has passed, then you • • • • • chase down families and, and you meet with the • director of enrollment and go over a long list of kids whose parents have not yet re registered for the fall. And, you know, the. Do you know of anything that's going on with this family, why they might not be coming back? Is it that they're just disorganized, so on and so forth? • • • So that was my experience for 31 years. But at my most recent school, • • um, two years ago, • • • • the school switched to a continuous enrollment model. • • • And several of my coaching clients have also switched to this model, some in recent years, and some have been doing it for • • eight, maybe 10 years. • • • • And so I'm not sure • • • • where you're at on this Issue. I know that ISM • • says that about 30 to 40% of independent and private schools in America are using, uh, a continuous enrollment model or are working towards implementing this approach in the near future. • • So 30 to 40%. • • • • But if you're in that 30 to 40% and you're already • • using a continuous enrollment model, I still want you to stick around and I'll tell you why in a few minutes. So on today's episode of the Private School Leader podcast, • • I want you to consider that it may be time for you • • to consider a continuous enrollment model. • • •
I want to give you a free resource on improving teacher morale
All right, before we jump into that, I just want to remind you of a couple things real quick and then give you a free gift. • • So first of all, um, I do have a couple of, uh, coaching openings right now. Um, I'd love to work with you one on one and help you solve your biggest problem. I'd love to hear more about what's your biggest problem. And you can learn more about that@the privatescooluter.com coaching. And also a couple weeks ago, I launched a brand new digital course called Parent Academy. • • And Parent Academy is your step by step framework for building effective partnerships with parents while reducing your stress and anxiety. • • • And, • • um, it's an online digital course and there's four modules and you'll learn how to do all the things that you are stressed about and have better meetings and understand why they are the way that they are and how to work with certain kinds of parents and outliers and all those kinds of things. I'll teach you that. But then • • I'm going to teach this step by step framework to your teachers. • • • Because Parent Academy also comes with two 45 minute webinar trainings • for your teachers with a 27 page printable notebook and guided notes and discussion questions. And just think, you could use that at a pd. You could use that for onboarding in the future for new hires. • • Um, • • it's really been a game changer. I mean, there's been a lot of interest in that since it's launched and a lot of, uh, leaders out there that are pretty excited about it. So I'd love for you to get involved and you can just check that out@the privatescoolr.com parentacademy • and then one last thing, I want to give you a free resource. • • • • I just want to say thank you for listening to the podcast. This is episode 120. It's hard to believe that, um, we have 120 episodes that we've, you know, I've been talking to you and You've been showing up and listening. And I just want to say thank you so much. And I hope that these episodes have been helpful to you. And as a way to say thank you, I want to give you this guide. It's called 7 Secrets to Improving Teacher Morale. And I think as leaders, we're always looking for ways to improve teacher morale, but it's kind of hard to quantify and it's kind of hard to know where to start. Well, I want to give you a step by step plan, and you can grab that@the privatehoolleade leader.com morale. That's the seven secrets to improving teacher morale. That's free for you. Just go to the privateschooler.com morale. •
This episode will give you six pros and six cons to using a continuous enrollment model
All right, so it may be time for you to consider a continuous enrollment model. • • • And what we're going to do on this episode is, first of all, define a continuous enrollment model. Then I'm going to give you six pros and six cons to using a continuous enrollment model and then give you some next steps. Now, I said a minute ago that if you're already using this at your school, you know, you should stick around. Well. Well, why, if you're already using it well, why should I listen to an episode that's telling me maybe I should consider using it? Well, here's the thing. When we go through the six pros and the six cons, • I would love for you to think about, okay, the six pros are these things that are still are these things that are happening at my school, • or do we need to really double down on that and optimize that part of it? And then the six cons • are these things that we're unfortunately letting slip or that are problem areas for us. And what can we do to fix that? So I really think this episode is for everybody. • • • It's for school leaders that don't have a continuous enrollment model at their school to consider it, but it's also for leaders that have one to check in • with the process and see if it needs to be improved. • •
If you're considering a continuous enrollment model, you have to start somewhere
So hopefully I've convinced you and let's get into it. So • • the timing of this episode is really intentional. You know, I told you, if you're listening in real time, it's the end of January, beginning of February. • • And that's because, you know're many schools are into their enrollment season, and if you are going to consider a, uh, continuous enrollment model, you're not just going to all of a sudden decide to do that. It's going to take time. You need a Runway. And so if it's, you know, if you're hearing this in, you know, real time in early February, then you know, you're about 11 to 12 months out, um, from • • next year's re enrollment season. • And so it is a feasible timeline • • and you have to start somewhere. And maybe it's that you start talking about it with your, • um, with other leaders, with the, um, leadership team at your school, or maybe with your board president, if you are the whole leadership team. • Um, • maybe it's something that you start to ask, um, a couple of leaders in your geographic area that use a continuous enrollment model and ask them, well, what do you think about that? You have to start somewhere. And so I'm not saying that this is going to be easy. I'm just saying that if you're going to ever do it, • you have to start at some point. And what I want to do, honestly with this episode is just really stimulate your thinking about it and then you decide what action that you want to take. • • So let's start by defining it. What is the continuous enrollment model? Okay, so rather than opt in, re enrollment, which is the traditional model • • • where all parents or guardians sign new contracts and enroll their children every year, • • • continuous enrollment is an opt out process. • • So instead of every year asking your families to opt in, • • you're going to ask your families once • • • to opt in and then they have to opt out. • • • And so this model assumes that once a student is enrolled in your school, they're going to continue attending • • until graduation unless the family opts out or requests to withdraw, • • let's say partway through a school year that, you know, the one parent has to move to another state for their job or things of that nature. • • But the idea is, is that they're in until they tell us that they want out. • • And enrollment contracts are typically rolling and the school checks in with families to confirm or update details each year. And of course there's communication about it and there's reminders about, you know, when it's going to happen. And here's the deadline if you do want to opt out. • But • • • it you're in until you're out. And many colleges and universities have been using this model for decades. • • And it's something that's a little newer, maybe the last 20 years, that's grown in popularity, especially maybe the last 10 years in a lot of private and independent schools. • • And you know, this business model is becoming much more common, um, in North America. If you think about Netflix or hello Fresh or Amazon prime or Walmart, plus, you know, you Sign up once, and then that, um, subscription fee comes out, uh, once a month. • And so • • • • • that's the definition.
Six pros and six cons of the continuous enrollment model
And so now what I want to get into are six pros and six cons that will help again stimulate your thinking about the continuous enrollment model. • • All right, Pro number one is increased retention. • • • So the sample size is growing for schools that have been using this. • And the data is growing. • • And • • the data is showing • increased retention rates for over schools • • when they compare for schools when they compare, • • • • • um, their retention rates • • using the continuous enrollment model versus using the re register every year model. • So increased retention and one of the reasons is the psychology behind • the continuous enrollment model and how it reduces friction for parents. So instead of • every year being a decision year and every January and February being a decision year, we want to, you know, get out of that mindset and, and have it be that my kid is here • and that the only decision year is when your school, when they graduate from your school, whether that's in 6th grade or 8th grade or 12th grade. Where are they going to go, you know, after your. They age out of your school. • And so • • • • that is one of the, um, continuing to emerge is the amount of data to support that. But the data that is available is showing increased retention • • because they're in and we're not asking them every year, hey, are you still in? • Um, they are speaking up to say I'm out. • • • Okay. Pro number two, • • • earlier confidence in enrollment numbers. • • And when I spoke to some of the • • • • directors of enrollment, you, you know, at my most recent school and also at a couple of other schools, um, in, I'm thinking Pennsylvania, California and Arkansas immediately come to mind. So kind of, you know, all over that this was something that was big. Um, when I was asking those questions that you've got earlier confidence in your enrollment numbers. And we know that those enrollment numbers drive some pretty big decisions. And so, you know, it's about the budget. Um, you know, how many teachers do we need, um, or how much fundraising do we need to have for next school year? Can we proceed with buying that • van the. For, you know, that, • uh, to drive the kids around or can we proceed with this or that? You know, a lot of times • • • as school leaders were kind of waiting around on families who, let's face it, • • they, they blow right past the stop sign that is the deadline and they haven't re enrolled. And then we're pursuing, pursuing, pursuing, asking, nagging, ning, all the words. • • And we're not really sure, you know, uh, we have a lot of in undecided or we Think so. And, you know, how many different categories have you seen when you're looking at families who haven't re enrolled past the stated deadline? • • Um, • you know, this continuous enrollment model really lets you know, and it lets you know earlier. • • And that leads me to pro number three. Pro number three is, you know, way earlier if someone is considering leaving. • • And so you have a longer Runway to work with them, to retain them. And so we've all been there where • • • if you have a family • • • who doesn't re register, • and maybe, you know, there's a wide range of reasons, maybe they haven't been that happy. • Um, • you know, maybe they're not sure if they can still afford it. Maybe they're thinking about moving, • um, to a different school district where the • • • school system is better, quote, unquote, you know, all of the things, okay? • • And • • they're not sure. • • • • And so then we wait until they decide. • • And sometimes • • • they're deciding this in May or June. And not only is that a problem because of what I just mentioned about budgeting and forecasts and staffing needs and all that, but really it's a problem because you don't have a chance • • to work with them, to try to retain them and try to solve the problem, • • because it's already a done deal. You know, the school year's almost over. They've already decided. They've already toured the other school, whatever. Okay? I'm not saying you're going to keep every single family if you go to the continuous enrollment model. But what I am saying is that they're put on the spot • • • with a financial pinch that is real. If they • • • don't speak up, you know, and their deposit is withdrawn from their account through facts or however your school will set it up, • • • you know, they're going to speak up • and they're going to say, well, we're not sure. Um, I'm not comfortable, you know, with that. And so I want to opt out right now and maybe'blah, blah, blah. Okay, fine. • • • • But then you can get busy with that family and be like, hey, you want to come in and talk? You know, I just want to hear kind of what's going on. And, you know, is there something that we can do to help? And I'm not saying that you're going to fix them all, but I'm saying that if you have a longer Runway than you used to have, it's going to make a difference. Okay.
Continuous enrollment can eliminate a lot of paperwork for families
All right, then, pro number four, a more focused and less stressed enrollment team. • • So this is another big thing that I heard from the Directors of enrollment that I spoke with preparing for this episode is that you know how much stress you go through, and I know that I'm talking to leaders that have all different sizes of teams. • • Some of your schools, you are the whole team. You're the enrollment director, • • • • the development director, and admissions and fundraising and all the things. Okay, but some schools have a small team or some schools have a larger team. But regardless, • • • enrollment season • • • • causes a lot of stress • • on a lot of people and it's a lot of work. • • And so • • • • if you think about it, • • you know, people that I talked to, they told me that they actually have more bandwidth for recruitment • • because they're not • • spending so much time on chasing down contracts • • and sending the reminder emails and more likely spending time on the phone and calling people and getting voicemail and all of those things. • • When there's a deadline that has passed, when people have to opt in and return that signed enrollment contract, • • • • • that if with a continuous enrollment model, • • there are emails that are planned that go out to remind • • people of the policy. We're not doing anything in secret, we're not doing anything unethically, • • • • but boy does it open up the schedule and open up the hours for your enrollment team at that time of year. • • • And so it's something to consider. • • And especially if you're a one person show or a two person show, • • you know, if this could lower the • stress, lower the total • amount of work every single year, every single year, • • • • • then you, • you're also not having all of those meetings. You know, I used to sit in a lot of meetings and they were necessary meetings where, you know, probably at least once a month. And then maybe it got even more frequent than that where I was sitting down with the director of enrollment and the head of school and going through all the kids who were in my division • whose families had not yet re registered them. And hey, you know, Mark, is there anything going on with this family that I need to know about, like those kinds of things? You're not having those meetings either. And so a more focused and less stressed enrollment team. • And then pro number five is a simplified re enrollment process for families. Here's the thing, • • • • • • • There's a lot of businesses out there that are competing for • the dollars that we spend. • • • And a lot of them, um, pretty much offer the same kind of • • • • products or services. And the thing that sets • • businesses apart • • is how simple is it, how stress free is it to buy the thing, • to buy the product, to buy the service. • • • That's what people are looking for, is ease. • • • And • • if there's less paperwork and fewer deadlines for families. • • • They like that because it's simplified. Okay. And that's what they're becoming more and more used to in their daily lives, is that companies are climbing over each other to try to simplify • the process to make it simple for you to do business with them. Well, let's not be the one outlier that's got all the paperwork and the deadlines and the forms. And which form am I supposed to turn in by which date? We want to reduce that friction. And continuous enrollment can eliminate a lot of paperwork for families because they need to sign a contract once • • • and they don't really have to worry about deadlines unless they're opting out. • • • And so, • • • • • um, I just want to add that some continuous enrollment model schools • • • make payment deadlines more flexible and allow parents to pay their RE enrollment fees over the course of a couple of months. • • And what I'm getting at there is that sometimes it's a big pinch for families • • • in January, February, they're still maybe trying to pay off some credit cards from the holiday season, • • um, that, you know, if you're set up with facts or something similar, you know, it's not a big leap to be able to whatever that RE enrollment fee is • • instead of it being due at the time of, you know, the RE enrollment contract, • that it could just be spread out • • and then it's not as big of a pinch. And so again, that's just less friction and it's a simplified process for the families.
If you're deciding to do, to pivot to a continuous enrollment model
And that brings us to pro number six, • • and that is that families are very used to doing business this way. Um, I mentioned before, Netflix, helloRessh, Amazon Prime, Walmart, plus Dollar Shave Club. There's • an endless list. • • • And you know, families are very used to sign up, set it and forget it kind of, um, way of doing business. • • And I want you to think about your younger parents. • • • The parents are getting younger all the time. • • You know, as leaders, we. Depending on your age. I'm 57, you know, and I see some of the parents of younger students in the school and think, wow, you know, they look really young. And that's just because I'm getting older. But my point is this. • • The younger parents in the school, this is, they don't really know • • the previous way, the previous model of doing business. • They know the subscription, • • • • sign um • up once and you have to opt out way of doing business. That's very common for • • • families that are, um, becoming more • • the generation of digital natives. They don't want the fuss, they don't want the hassle. And so pro number six is that families are very used to doing business this way. • • So then that brings us to the six cons. • • So con number one, • • the first year is a heavy lift for the enrollment team and the head of school. • • • • • So if you're deciding to do, to pivot to a continuous enrollment model, it's not like • you can just, • • you know, buy a piece of software and • • • load it onto your computer and • • it's over, it's done. You know, there's going to be meetings, there's going to be reviewing enrollment contracts, there's going to be looking at language, there's going to be working with the company that perhaps it's the company that's doing your um, you know, your • • • monthly • • um, tuition, whether it's facts or a similar company, • um, and many of them now, you know, they're the ones that there's an expansion to that or it's something that is your overarching, um, software management system, um, enrollment management system and hopefully. And then, you know, that's another um, con that we're going to get to in a moment is about the interface between your existing system and this. But • • the point is, is that it's going to be a heavy lift. I don't want to try and persuade you that oh, this is like falling off a log. It's super easy. Um, I mean there's going to be people out there to guide you. But here's the thing, • • • it's a heavy lift. But every single person that I spoke to • • said that it was so worth it and that you get that time back • • starting the first year that it you, your first enrollment season when you're using the continuous enrollment model and then every year after that. So on the one hand, con number one is the first year is a heavy lift. • • • • But I am hearing that everyone is saying that has done it, is that it was worth it, they like it, and that you get that time back in the future.
Con number two is communicating with families and creating a mindset shift
All right, • con number two, part of the heavy lift is communicating with families and creating a mindset shift. So • • • one um, director of enrollment um, in Pennsylvania told me that year one is a teaching year. • • • And so • • um, that makes sense. And you change is hard for most people, even if the outcome is going to be really awesome. • • Um, I had head of school in Arkansas, he told me communicate early • • and often, um, • • • when you're making this change and you know, just think about over time how resistant people have been to advancements in technology. You know, when they invented the car, all the people that • • • drove horse drawn carriages were Pretty upset. And you know, just go on down through history with new. The resistance that was put up to new types of technology and now we're getting some of that with AI, • • • there's going to be some resistance and some discomfort from the families because they're used to doing it one way. But that's your job as the head of school, as the division leader, or to guide your enrollment team when it comes to the communication of the family. So early and often and clear would be the best advice. • • • • Um, • • excuse me. Con number three is extra work for canceled contracts. • • What I am hearing also is, is that if you choose to implement a continuous enrollment model, that some families • • • • may decide to leave prior to the next school year. And so there's going to be a refund policy in there and then you're going to have to • • • • refund a certain percentage or a certain amount and there's credit cards involved in things of that nature. • • And you that's going to cause some additional work and maybe some a learning curve for your business office. And maybe you are the business office. I get it that I'm talking to leaders at small schools, all the way up to leaders at big schools when I put out an episode. But you're applying it to your situation. And so, um, • you canceling contracts, • • that turns into more work. But I'll tell you this, • • people leave during the school year anyways. And if you're not using a continuous enrollment model and then you're still dealing with parts of this, it might just be a little bit less, • • um, • • • confusing. So, um, • • con number three is extra work for cancele contracts. Con number four • • • is losing focus on telling your story. So let me tell you what I mean by that. • • Um, you know, I always say that the key to retention is treating every family like a new family. • • And I have heard. And then also in the articles that I read for this episode, which by the way, • I'm going to take good care of you in the show notes as usual. • • Um, the privatescglutr.com episode 120, • • I have four or five articles there for you. • Um, • • pros and cons type articles from different, um, reliable sources for you to just continue to learn and stimulate your thinking on this. • But in reading those articles and talking to different people, different clients, • • people at different schools, • • um, you know, • • • • there's the risk that some complacency will set in when it comes to families opting in once and then they're just there. And what we certainly don't want to do is if they set it and forget it. We don't want to set it and forget them. And so • • • m telling our story, often in many different places. Why our school is special. The storytelling, the • • images of happy kids doing interesting things on the website and the weekly newsletter and all of those things. What we don't want is • • for families to feel like • • they are um, • not appreciated, to feel like it's a done deal with them, to feel like they're taken for granted. • • And we don't want that either. And so my point though is that sometimes • there could be some of that complacency that could slip in with, • • • with um, • • this enrollment model of continuous enrollment. • •
Making sure that you are in compliance with state laws is important
And that brings us to, to con number five, • which is making sure that you are in compliance with state laws. • • I'll only spend a minute on this one. • Um, in the show notes, I have a guide for you that is just a kind of a quick link, • • um, • for each of the 50 states with some things about compliance. • • • The company that you work with • • will obviously help you with this. But different states have different laws when it comes to these types of opt in • • • • • once, but then you have to opt out type contracts. As far as like how many years is it in place? So for instance, if someone enrolls in your state as a first grader, I mean do you have to do x, y or z ever? Or is it every three years or five years or when they're, you know, whatever. So • it's, it's something that's an additional step. • • Um, • but once you know it, you'll know it. And like I said, the company that you work with, the advice that you get, um, will help you with that.
Step one is to get some automatic withdrawal set up at your school
And then that brings us to con number six. • • And that's technology fit and distribution of tasks. And so • • facts or a, ah, reasonable • • facsimile to it. Um, something like it, you know, you're automatic withdrawal. • • Um, and if you're not doing that and you're still having people mail you checks, which I know there's some schools out there that are still doing that, um, • • you know, again, maybe this episode is going to spur you into step one, • • • which is to get some automatic withdrawal set up at your school. And then step two further down the road would be the continuous enrollment model. But I know that most schools, • um, listening already have that in place. • • • So this has to work with • • your system that's already in place. • • And then you also have to provide clarity for your enrollment team and your finance team as far as who's doing what. And this maybe the busy season for the finance team was later in the spring, but now it's going to move up to • • • late, um, • winter instead of spring. Um, and just so that we're not duplicating tasks or the tasks are being, um, • • dropped and left undone, is that there's going to need to be a lot of communication surrounding this new way of doing things. • Timing, responsibilities, • things of that nature. Okay, so what are the next steps then? Um, you know, if re really all I want you to do is to start thinking about this. • Um, you know, so read the resources in the show notes • at the private school leader do. Com episode one and 20 zeros • • • and maybe talk to one or two other leaders in your geographic area or someone that you met at a conference and ask them, are you using the continuous enrollment model? How long have you been doing it? Do you like it? And if you don't know what leaders in your area are doing, maybe reach out to your, • • um, school leadership organization, whether it's N's or ACSI or PRISMA or NCEA or CSI or others that are out there. Um, and they could probably guide you in the direction of, well, why don't you talk to this person and this person? And so again, just maybe getting more educated by reading some of the resources in the show notes and talk to another leader or two at another school that's using it and pick their brain • • and maybe you decide to go in this direction. I just want to stimulate your thinking. • • Um, so what are the big takeaways from today's episode? Well, the continuous enrollment model is rather than an opt out re enrollment • • where all parents and guardians must sign new contracts to enroll their kids every single school year. • • • • • • • It is an opt out process. So rather than opt in annually, • • • it's opt in once and then you have to opt out when you decide that you want to leave the school. • And this model assumes your kid is enrolled • and that they'll continue attending until graduation • • unless that family opts out or requests to withdraw. So that's what it is. • • • 6 Pro • increased retention, • • • earlier confidence in enrollment numbers, • • • you know, way earlier if someone is thinking about leaving • a more focused and less stressed enrollment team. • • • Simplified RE enrollment process for families. • • And many families are used to doing business this way. And then six cons. The first year is a heavy lift for the enrollment team and the head of school. • • Part of the heavy lift is communicating with families and creating a mindset shift. • • Number three, extra work for canceled contracts. Number four, losing focus on telling your story and complacency setting in. • Number five, making sure you're in compliance with state laws. And con number six is the technology fit and distribution of tasks. • • And your call to action, I've kind of mentioned it twice now, is really to just take a look at some of the resources in the show notes and maybe reach out to one or two other leaders that are using the continuous enrollment model and just talk to them for 15 or 20 minutes and ask them, what do you think? • • • So let's wrap it up.
Mark Minkus: I created Parent Academy to help private school leaders
I want to just remind you about something that's very, very, um, important, something that takes up a lot of headspace, and that is that, you know, you might have a parent living rent free in your head right now • • • • and they might be living there 24, 7. And then it's hard to get them out of your head when you're trying to fall asleep or you're at the dinner table or even driving to work or in the shower. • • And trust me, I've been where you are. I used to get super anxious and sick to my stomach just thinking about talking to certain parents. • • And parent issues dominated every aspect of my work as a private school leader. And I was stressed out all the time and I didn't know what to do and I didn't have a plan. And all I had was a lot of anxiety and fear and insecurity. • • But that's why I created Parent Academy for you, because I want you to have a plan. I want you to go from feeling anxious and stressed out about working with parents to feeling confident, calm and relaxed. • • And so I want you to check out Parent Academy, this digital online course that's a step by step framework for you, but it's also got those two webinars where then I can teach your, uh, teachers. • • So you can check that out@the privatealutr.com parentacademy and then one more free resource for you. This one's called the six Things that Every Private School Teacher Wants from Their Leader. This guide is a six page PDF that will be a game changer for you. And I guarantee that if you do these six things, the teachers at your school will be happy to follow you. You can grab that at the privatescchoolade leader.com guide. The six things every private School Teacher Wants from their leader@thePR • privatehoolleader.com guide. • • And one last request, • • if you've gotten value from this podcast, • • I would love it if you would just please share the link to the podcast with another leader in your life, • • another leader at school or someone you met at a conference or anybody that you know that's in Private School leadership. Just share the link with them. And then I also believe that you have a good eye for a rising leader in your school. Who's that rising leader that is showing that potential? Send them the link to the podcast as well, and maybe you can be the one to help spur them on to filling what will in the future be many openings in private school leadership. So I would just really appreciate it if you would share the link with other leaders in your life and rising leaders at your school. • And I've been your host, Mark Minkus. I just appreciate you so much and all the amazing work that you're doing at your school. Thank you for taking some of your precious time to join me here today. And I'll see you next time right here on the Private School Leader podcast. And until then, always remember to serve first, lead second, and make a difference.
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By Mark Minkus
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“Enrollment Season”
Two words that can stir up a variety of emotions in nearly every private school leader. Enrollment season can cause you to feel stress, anxiety and uncertainty. You might be thinking “here we go again” and that is going to be a real grind.
According to Independent School Management, 30–40% of private schools are currently using a continuous enrollment model or are working toward implementing this approach in the near future.
For 31 years, I was used to a very traditional model: send out enrollment contracts, remind families of the deadline, start making phone calls when the deadline has passed, etc. But, two years ago, my most recent school switched to a continuous enrollment model and it has been a real game-changer.
On today’s episode of The Private School Leader Podcast, I want you to know that It May Be Time For You To Consider A Continuous Enrollment Model.
I know that you are super busy, so be sure to listen while you are doing something else. I hope that you will get value from this episode as you serve and lead your school community. Thank you for taking some time out of your day to listen to the podcast!
Thanks for making a difference,
Mark Minkus
Is it just me or are the parents at our schools getting more demanding and more intense, more often? Dealing with parents is part of the job as we lead our private schools, but it can quickly lead to stress, anxiety and feeling overwhelmed.
That’s why I created Parent Academy! Now you have a step by step framework that will help you go from feeling stressed and anxious to feeling confident and calm. Over the last 33 years, I have built successful relationships with thousands of parents and I have packaged that knowledge into an online course. Not only that, but after I teach you, I am going to teach your teachers these strategies as well! Parent Academy contains two, 45-minute webinars that are Teacher PD’s with a printable notebook, guided notes and discussion questions. Go to www.theprivateschoolleader.com/parentacademy to learn more!
What is your biggest problem right now? I want to hear more about your biggest problem and I want to help you solve it.
Whether your problem is feeling guilty that your family gets what’s left of you at the end of the day, relentless parents, difficult teachers, a lack of boundaries between work and school, feeling overwhelmed, Imposter Syndrome, enrollment or teacher morale, I can help.
I would love to hear more about your biggest problem and I would love to be your coach. Go to www.theprivateschoolleader.com/coaching to learn more about working with me 1-on-1.
Being a private school leader is a VERY difficult job. You have to make hundreds of decisions every day, and you have to keep everyone safe, increase enrollment, keep the parents happy, keep the board happy, motivate the teachers, deal with student discipline, beat last year’s test scores and come in under budget.
That can lead to you feeling tired, discouraged and stressed out. I’ve been there. That’s why I created THRIVE Academy just for you. THRIVE Academy is a digital course that will help you get out of survival mode and get back to feeling energized at school. To learn more, go to www.theprivateschoolleader.com/thrive
I am excited to share with you a new resource and I want to give this to you as a FREE GIFT to say “thank you” for listening to the podcast. It is called The 7 Secrets To Improving Teacher Morale. As private school leaders, we are always looking for ways to improve teacher morale at our schools, but it is hard to know where to start. Well, now you have a step by step plan and you can grab it at theprivateschoolleader.com/morale
I want to give you a FREE gift called 7 Strategies To Effectively Deal With Difficult Teachers. Sometimes we need some courage and confidence to deal with difficult teachers. What you need is a plan! This guide is a step by step plan that you can use to help one of your difficult teachers improve their performance and improve their attitude. Go to theprivateschoolleader.com/difficult to grab this free guide!
I’ve created a free resource for you called “The 6 Things That Every Private School Teacher Wants From Their Leader”. This guide is a 6 page pdf that will be a game changer for you. I guarantee you that if you do these 6 things, the teachers at your school will be happy to follow you. You can pick up your free guide by going to www.theprivateschoolleader.com/guide
I want to give you a gift to say “thank you” for listening to the podcast. I have created a FREE guide for you called “5 Strategies To Help You Work With Difficult Parents”. We know that working with parents is part of the job and most of our parents are great, but some of them can be very demanding and emotional and difficult. This guide will give you the tools that you need to build better relationships and have better meetings with the difficult parents at your school. Go to www.theprivateschoolleader.com/parents to grab the guide. Thank you again for listening every week!
Please check out all of the free resources on my website that can help you serve and lead your school community. There are "Plug & Play PD's" (45 minute webinars with guided notes) as well as Top 10 Lists of Leadership Books, Productivity Books and TED Talks over at www.theprivateschoolleader.com/resources. You can grab the show notes for today's episode at www.theprivateschoolleader.com/episode120
Please write a review of this podcast and help the algorithm push this content out to more leaders. I would love to get your feedback about the podcast, ideas for future episodes and hear about how you are implementing these strategies in your life and at your school. You can email me at [email protected] Thanks!!
I’ve created a FREE RESOURCE for you called “The Top 6 Ways To Protect Your School From a Lawsuit”. This is a 10 page pdf that will help you to keep your staff and students safe and help keep your school out of court. Litigation is expensive, time consuming and extremely stressful. This common sense guide will help you to be more intentional and proactive when it comes to protecting your school. You can grab “The Top 6 Ways To Protect Your School From a Lawsuit” at www.theprivateschoolleader.com/lawsuit. Thanks!
I am excited to share a brand new resource with you. It is a 9 page pdf called: “How To Use Verbal Judo To Have Better Conversations With The Parents At Your School” What is “Verbal Judo”? "Verbal Judo" is a communication strategy that focuses on using words effectively to de-escalate conflict, resolve disputes, and achieve positive outcomes in various interpersonal interactions, particularly in high-pressure situations.
George Thompson and Jerry Jenkins wrote a book called Verbal Judo: The Gentle Art Of Persuasion. So, I have taken several important strategies from the book and applied them to your life as a private school leader. Grab your free copy of “How To Use Verbal Judo To Have Better Conversations With The Parents At Your School” at www.theprivateschoolleader.com/judo
TRANSCRIPT:
Welcome to the Private School Leader podcast, where private school leaders learn how to thrive and, uh, not just survive as they serve and lead their schools. I strongly believe that it is possible to have a long and happy and fulfilling career as a private school leader. And my passion is to help you figure out exactly how to do just that right here on the Private School Leader podcast. And I'm your host, Mark Minkus. • • So I want to start today's episode by saying two words • • that will cause you to feel a certain way. • • • • And I'm not sure exactly how they're going to make you feel, • but I'm going to sayve them and then ask you a question. • •
About 30 to 40% of independent and private schools use a continuous enrollment model
So ready. Here are the two words. • • • Enrollment season. • • • • • • • Enrollment season. • • • • So does that cause • joy and happiness and excitement and, • • • • well, or • • • • • does it cause stress and anxiety and uncertainty and thinking about a grind and thinking, here we go again, and chasing down families and not being sure who's coming back and, • • you know, what emotions • • • come from the two words enrollment season • • • for you. • • • • Well, if you're listening to this in real time, • • • • we're right around the end of January, beginning of February, • • • • and I've been talking to my coaching clients, and I'll tell you when I ask them the question, what's taking up the most headspace, • • • • really, since winter break, and even the week before winter break, • • almost all of them have said, well, it's enrollment season coming up. So dot, dot, dot. • • • • • I'd, um, • say probably about 80% of my clients that that's the answer to that question. • • • And, you know, for me, for 31 years, • • • • • I • • • was at a school where we had a traditional, • • quote, unquote, traditional, um, enrollment season where, you know, you send out enrollment contracts • • and then you, um, um, you know, remind families of the deadline and you start making phone calls and you send reminders, and when the deadline has passed, then you • • • • • chase down families and, and you meet with the • director of enrollment and go over a long list of kids whose parents have not yet re registered for the fall. And, you know, the. Do you know of anything that's going on with this family, why they might not be coming back? Is it that they're just disorganized, so on and so forth? • • • So that was my experience for 31 years. But at my most recent school, • • um, two years ago, • • • • the school switched to a continuous enrollment model. • • • And several of my coaching clients have also switched to this model, some in recent years, and some have been doing it for • • eight, maybe 10 years. • • • • And so I'm not sure • • • • where you're at on this Issue. I know that ISM • • says that about 30 to 40% of independent and private schools in America are using, uh, a continuous enrollment model or are working towards implementing this approach in the near future. • • So 30 to 40%. • • • • But if you're in that 30 to 40% and you're already • • using a continuous enrollment model, I still want you to stick around and I'll tell you why in a few minutes. So on today's episode of the Private School Leader podcast, • • I want you to consider that it may be time for you • • to consider a continuous enrollment model. • • •
I want to give you a free resource on improving teacher morale
All right, before we jump into that, I just want to remind you of a couple things real quick and then give you a free gift. • • So first of all, um, I do have a couple of, uh, coaching openings right now. Um, I'd love to work with you one on one and help you solve your biggest problem. I'd love to hear more about what's your biggest problem. And you can learn more about that@the privatescooluter.com coaching. And also a couple weeks ago, I launched a brand new digital course called Parent Academy. • • And Parent Academy is your step by step framework for building effective partnerships with parents while reducing your stress and anxiety. • • • And, • • um, it's an online digital course and there's four modules and you'll learn how to do all the things that you are stressed about and have better meetings and understand why they are the way that they are and how to work with certain kinds of parents and outliers and all those kinds of things. I'll teach you that. But then • • I'm going to teach this step by step framework to your teachers. • • • Because Parent Academy also comes with two 45 minute webinar trainings • for your teachers with a 27 page printable notebook and guided notes and discussion questions. And just think, you could use that at a pd. You could use that for onboarding in the future for new hires. • • Um, • • it's really been a game changer. I mean, there's been a lot of interest in that since it's launched and a lot of, uh, leaders out there that are pretty excited about it. So I'd love for you to get involved and you can just check that out@the privatescoolr.com parentacademy • and then one last thing, I want to give you a free resource. • • • • I just want to say thank you for listening to the podcast. This is episode 120. It's hard to believe that, um, we have 120 episodes that we've, you know, I've been talking to you and You've been showing up and listening. And I just want to say thank you so much. And I hope that these episodes have been helpful to you. And as a way to say thank you, I want to give you this guide. It's called 7 Secrets to Improving Teacher Morale. And I think as leaders, we're always looking for ways to improve teacher morale, but it's kind of hard to quantify and it's kind of hard to know where to start. Well, I want to give you a step by step plan, and you can grab that@the privatehoolleade leader.com morale. That's the seven secrets to improving teacher morale. That's free for you. Just go to the privateschooler.com morale. •
This episode will give you six pros and six cons to using a continuous enrollment model
All right, so it may be time for you to consider a continuous enrollment model. • • • And what we're going to do on this episode is, first of all, define a continuous enrollment model. Then I'm going to give you six pros and six cons to using a continuous enrollment model and then give you some next steps. Now, I said a minute ago that if you're already using this at your school, you know, you should stick around. Well. Well, why, if you're already using it well, why should I listen to an episode that's telling me maybe I should consider using it? Well, here's the thing. When we go through the six pros and the six cons, • I would love for you to think about, okay, the six pros are these things that are still are these things that are happening at my school, • or do we need to really double down on that and optimize that part of it? And then the six cons • are these things that we're unfortunately letting slip or that are problem areas for us. And what can we do to fix that? So I really think this episode is for everybody. • • • It's for school leaders that don't have a continuous enrollment model at their school to consider it, but it's also for leaders that have one to check in • with the process and see if it needs to be improved. • •
If you're considering a continuous enrollment model, you have to start somewhere
So hopefully I've convinced you and let's get into it. So • • the timing of this episode is really intentional. You know, I told you, if you're listening in real time, it's the end of January, beginning of February. • • And that's because, you know're many schools are into their enrollment season, and if you are going to consider a, uh, continuous enrollment model, you're not just going to all of a sudden decide to do that. It's going to take time. You need a Runway. And so if it's, you know, if you're hearing this in, you know, real time in early February, then you know, you're about 11 to 12 months out, um, from • • next year's re enrollment season. • And so it is a feasible timeline • • and you have to start somewhere. And maybe it's that you start talking about it with your, • um, with other leaders, with the, um, leadership team at your school, or maybe with your board president, if you are the whole leadership team. • Um, • maybe it's something that you start to ask, um, a couple of leaders in your geographic area that use a continuous enrollment model and ask them, well, what do you think about that? You have to start somewhere. And so I'm not saying that this is going to be easy. I'm just saying that if you're going to ever do it, • you have to start at some point. And what I want to do, honestly with this episode is just really stimulate your thinking about it and then you decide what action that you want to take. • • So let's start by defining it. What is the continuous enrollment model? Okay, so rather than opt in, re enrollment, which is the traditional model • • • where all parents or guardians sign new contracts and enroll their children every year, • • • continuous enrollment is an opt out process. • • So instead of every year asking your families to opt in, • • you're going to ask your families once • • • to opt in and then they have to opt out. • • • And so this model assumes that once a student is enrolled in your school, they're going to continue attending • • until graduation unless the family opts out or requests to withdraw, • • let's say partway through a school year that, you know, the one parent has to move to another state for their job or things of that nature. • • But the idea is, is that they're in until they tell us that they want out. • • And enrollment contracts are typically rolling and the school checks in with families to confirm or update details each year. And of course there's communication about it and there's reminders about, you know, when it's going to happen. And here's the deadline if you do want to opt out. • But • • • it you're in until you're out. And many colleges and universities have been using this model for decades. • • And it's something that's a little newer, maybe the last 20 years, that's grown in popularity, especially maybe the last 10 years in a lot of private and independent schools. • • And you know, this business model is becoming much more common, um, in North America. If you think about Netflix or hello Fresh or Amazon prime or Walmart, plus, you know, you Sign up once, and then that, um, subscription fee comes out, uh, once a month. • And so • • • • • that's the definition.
Six pros and six cons of the continuous enrollment model
And so now what I want to get into are six pros and six cons that will help again stimulate your thinking about the continuous enrollment model. • • All right, Pro number one is increased retention. • • • So the sample size is growing for schools that have been using this. • And the data is growing. • • And • • the data is showing • increased retention rates for over schools • • when they compare for schools when they compare, • • • • • um, their retention rates • • using the continuous enrollment model versus using the re register every year model. • So increased retention and one of the reasons is the psychology behind • the continuous enrollment model and how it reduces friction for parents. So instead of • every year being a decision year and every January and February being a decision year, we want to, you know, get out of that mindset and, and have it be that my kid is here • and that the only decision year is when your school, when they graduate from your school, whether that's in 6th grade or 8th grade or 12th grade. Where are they going to go, you know, after your. They age out of your school. • And so • • • • that is one of the, um, continuing to emerge is the amount of data to support that. But the data that is available is showing increased retention • • because they're in and we're not asking them every year, hey, are you still in? • Um, they are speaking up to say I'm out. • • • Okay. Pro number two, • • • earlier confidence in enrollment numbers. • • And when I spoke to some of the • • • • directors of enrollment, you, you know, at my most recent school and also at a couple of other schools, um, in, I'm thinking Pennsylvania, California and Arkansas immediately come to mind. So kind of, you know, all over that this was something that was big. Um, when I was asking those questions that you've got earlier confidence in your enrollment numbers. And we know that those enrollment numbers drive some pretty big decisions. And so, you know, it's about the budget. Um, you know, how many teachers do we need, um, or how much fundraising do we need to have for next school year? Can we proceed with buying that • van the. For, you know, that, • uh, to drive the kids around or can we proceed with this or that? You know, a lot of times • • • as school leaders were kind of waiting around on families who, let's face it, • • they, they blow right past the stop sign that is the deadline and they haven't re enrolled. And then we're pursuing, pursuing, pursuing, asking, nagging, ning, all the words. • • And we're not really sure, you know, uh, we have a lot of in undecided or we Think so. And, you know, how many different categories have you seen when you're looking at families who haven't re enrolled past the stated deadline? • • Um, • you know, this continuous enrollment model really lets you know, and it lets you know earlier. • • And that leads me to pro number three. Pro number three is, you know, way earlier if someone is considering leaving. • • And so you have a longer Runway to work with them, to retain them. And so we've all been there where • • • if you have a family • • • who doesn't re register, • and maybe, you know, there's a wide range of reasons, maybe they haven't been that happy. • Um, • you know, maybe they're not sure if they can still afford it. Maybe they're thinking about moving, • um, to a different school district where the • • • school system is better, quote, unquote, you know, all of the things, okay? • • And • • they're not sure. • • • • And so then we wait until they decide. • • And sometimes • • • they're deciding this in May or June. And not only is that a problem because of what I just mentioned about budgeting and forecasts and staffing needs and all that, but really it's a problem because you don't have a chance • • to work with them, to try to retain them and try to solve the problem, • • because it's already a done deal. You know, the school year's almost over. They've already decided. They've already toured the other school, whatever. Okay? I'm not saying you're going to keep every single family if you go to the continuous enrollment model. But what I am saying is that they're put on the spot • • • with a financial pinch that is real. If they • • • don't speak up, you know, and their deposit is withdrawn from their account through facts or however your school will set it up, • • • you know, they're going to speak up • and they're going to say, well, we're not sure. Um, I'm not comfortable, you know, with that. And so I want to opt out right now and maybe'blah, blah, blah. Okay, fine. • • • • But then you can get busy with that family and be like, hey, you want to come in and talk? You know, I just want to hear kind of what's going on. And, you know, is there something that we can do to help? And I'm not saying that you're going to fix them all, but I'm saying that if you have a longer Runway than you used to have, it's going to make a difference. Okay.
Continuous enrollment can eliminate a lot of paperwork for families
All right, then, pro number four, a more focused and less stressed enrollment team. • • So this is another big thing that I heard from the Directors of enrollment that I spoke with preparing for this episode is that you know how much stress you go through, and I know that I'm talking to leaders that have all different sizes of teams. • • Some of your schools, you are the whole team. You're the enrollment director, • • • • the development director, and admissions and fundraising and all the things. Okay, but some schools have a small team or some schools have a larger team. But regardless, • • • enrollment season • • • • causes a lot of stress • • on a lot of people and it's a lot of work. • • And so • • • • if you think about it, • • you know, people that I talked to, they told me that they actually have more bandwidth for recruitment • • because they're not • • spending so much time on chasing down contracts • • and sending the reminder emails and more likely spending time on the phone and calling people and getting voicemail and all of those things. • • When there's a deadline that has passed, when people have to opt in and return that signed enrollment contract, • • • • • that if with a continuous enrollment model, • • there are emails that are planned that go out to remind • • people of the policy. We're not doing anything in secret, we're not doing anything unethically, • • • • but boy does it open up the schedule and open up the hours for your enrollment team at that time of year. • • • And so it's something to consider. • • And especially if you're a one person show or a two person show, • • you know, if this could lower the • stress, lower the total • amount of work every single year, every single year, • • • • • then you, • you're also not having all of those meetings. You know, I used to sit in a lot of meetings and they were necessary meetings where, you know, probably at least once a month. And then maybe it got even more frequent than that where I was sitting down with the director of enrollment and the head of school and going through all the kids who were in my division • whose families had not yet re registered them. And hey, you know, Mark, is there anything going on with this family that I need to know about, like those kinds of things? You're not having those meetings either. And so a more focused and less stressed enrollment team. • And then pro number five is a simplified re enrollment process for families. Here's the thing, • • • • • • • There's a lot of businesses out there that are competing for • the dollars that we spend. • • • And a lot of them, um, pretty much offer the same kind of • • • • products or services. And the thing that sets • • businesses apart • • is how simple is it, how stress free is it to buy the thing, • to buy the product, to buy the service. • • • That's what people are looking for, is ease. • • • And • • if there's less paperwork and fewer deadlines for families. • • • They like that because it's simplified. Okay. And that's what they're becoming more and more used to in their daily lives, is that companies are climbing over each other to try to simplify • the process to make it simple for you to do business with them. Well, let's not be the one outlier that's got all the paperwork and the deadlines and the forms. And which form am I supposed to turn in by which date? We want to reduce that friction. And continuous enrollment can eliminate a lot of paperwork for families because they need to sign a contract once • • • and they don't really have to worry about deadlines unless they're opting out. • • • And so, • • • • • um, I just want to add that some continuous enrollment model schools • • • make payment deadlines more flexible and allow parents to pay their RE enrollment fees over the course of a couple of months. • • And what I'm getting at there is that sometimes it's a big pinch for families • • • in January, February, they're still maybe trying to pay off some credit cards from the holiday season, • • um, that, you know, if you're set up with facts or something similar, you know, it's not a big leap to be able to whatever that RE enrollment fee is • • instead of it being due at the time of, you know, the RE enrollment contract, • that it could just be spread out • • and then it's not as big of a pinch. And so again, that's just less friction and it's a simplified process for the families.
If you're deciding to do, to pivot to a continuous enrollment model
And that brings us to pro number six, • • and that is that families are very used to doing business this way. Um, I mentioned before, Netflix, helloRessh, Amazon Prime, Walmart, plus Dollar Shave Club. There's • an endless list. • • • And you know, families are very used to sign up, set it and forget it kind of, um, way of doing business. • • And I want you to think about your younger parents. • • • The parents are getting younger all the time. • • You know, as leaders, we. Depending on your age. I'm 57, you know, and I see some of the parents of younger students in the school and think, wow, you know, they look really young. And that's just because I'm getting older. But my point is this. • • The younger parents in the school, this is, they don't really know • • the previous way, the previous model of doing business. • They know the subscription, • • • • sign um • up once and you have to opt out way of doing business. That's very common for • • • families that are, um, becoming more • • the generation of digital natives. They don't want the fuss, they don't want the hassle. And so pro number six is that families are very used to doing business this way. • • So then that brings us to the six cons. • • So con number one, • • the first year is a heavy lift for the enrollment team and the head of school. • • • • • So if you're deciding to do, to pivot to a continuous enrollment model, it's not like • you can just, • • you know, buy a piece of software and • • • load it onto your computer and • • it's over, it's done. You know, there's going to be meetings, there's going to be reviewing enrollment contracts, there's going to be looking at language, there's going to be working with the company that perhaps it's the company that's doing your um, you know, your • • • monthly • • um, tuition, whether it's facts or a similar company, • um, and many of them now, you know, they're the ones that there's an expansion to that or it's something that is your overarching, um, software management system, um, enrollment management system and hopefully. And then, you know, that's another um, con that we're going to get to in a moment is about the interface between your existing system and this. But • • the point is, is that it's going to be a heavy lift. I don't want to try and persuade you that oh, this is like falling off a log. It's super easy. Um, I mean there's going to be people out there to guide you. But here's the thing, • • • it's a heavy lift. But every single person that I spoke to • • said that it was so worth it and that you get that time back • • starting the first year that it you, your first enrollment season when you're using the continuous enrollment model and then every year after that. So on the one hand, con number one is the first year is a heavy lift. • • • • But I am hearing that everyone is saying that has done it, is that it was worth it, they like it, and that you get that time back in the future.
Con number two is communicating with families and creating a mindset shift
All right, • con number two, part of the heavy lift is communicating with families and creating a mindset shift. So • • • one um, director of enrollment um, in Pennsylvania told me that year one is a teaching year. • • • And so • • um, that makes sense. And you change is hard for most people, even if the outcome is going to be really awesome. • • Um, I had head of school in Arkansas, he told me communicate early • • and often, um, • • • when you're making this change and you know, just think about over time how resistant people have been to advancements in technology. You know, when they invented the car, all the people that • • • drove horse drawn carriages were Pretty upset. And you know, just go on down through history with new. The resistance that was put up to new types of technology and now we're getting some of that with AI, • • • there's going to be some resistance and some discomfort from the families because they're used to doing it one way. But that's your job as the head of school, as the division leader, or to guide your enrollment team when it comes to the communication of the family. So early and often and clear would be the best advice. • • • • Um, • • excuse me. Con number three is extra work for canceled contracts. • • What I am hearing also is, is that if you choose to implement a continuous enrollment model, that some families • • • • may decide to leave prior to the next school year. And so there's going to be a refund policy in there and then you're going to have to • • • • refund a certain percentage or a certain amount and there's credit cards involved in things of that nature. • • And you that's going to cause some additional work and maybe some a learning curve for your business office. And maybe you are the business office. I get it that I'm talking to leaders at small schools, all the way up to leaders at big schools when I put out an episode. But you're applying it to your situation. And so, um, • you canceling contracts, • • that turns into more work. But I'll tell you this, • • people leave during the school year anyways. And if you're not using a continuous enrollment model and then you're still dealing with parts of this, it might just be a little bit less, • • um, • • • confusing. So, um, • • con number three is extra work for cancele contracts. Con number four • • • is losing focus on telling your story. So let me tell you what I mean by that. • • Um, you know, I always say that the key to retention is treating every family like a new family. • • And I have heard. And then also in the articles that I read for this episode, which by the way, • I'm going to take good care of you in the show notes as usual. • • Um, the privatescglutr.com episode 120, • • I have four or five articles there for you. • Um, • • pros and cons type articles from different, um, reliable sources for you to just continue to learn and stimulate your thinking on this. • But in reading those articles and talking to different people, different clients, • • people at different schools, • • um, you know, • • • • there's the risk that some complacency will set in when it comes to families opting in once and then they're just there. And what we certainly don't want to do is if they set it and forget it. We don't want to set it and forget them. And so • • • m telling our story, often in many different places. Why our school is special. The storytelling, the • • images of happy kids doing interesting things on the website and the weekly newsletter and all of those things. What we don't want is • • for families to feel like • • they are um, • not appreciated, to feel like it's a done deal with them, to feel like they're taken for granted. • • And we don't want that either. And so my point though is that sometimes • there could be some of that complacency that could slip in with, • • • with um, • • this enrollment model of continuous enrollment. • •
Making sure that you are in compliance with state laws is important
And that brings us to, to con number five, • which is making sure that you are in compliance with state laws. • • I'll only spend a minute on this one. • Um, in the show notes, I have a guide for you that is just a kind of a quick link, • • um, • for each of the 50 states with some things about compliance. • • • The company that you work with • • will obviously help you with this. But different states have different laws when it comes to these types of opt in • • • • • once, but then you have to opt out type contracts. As far as like how many years is it in place? So for instance, if someone enrolls in your state as a first grader, I mean do you have to do x, y or z ever? Or is it every three years or five years or when they're, you know, whatever. So • it's, it's something that's an additional step. • • Um, • but once you know it, you'll know it. And like I said, the company that you work with, the advice that you get, um, will help you with that.
Step one is to get some automatic withdrawal set up at your school
And then that brings us to con number six. • • And that's technology fit and distribution of tasks. And so • • facts or a, ah, reasonable • • facsimile to it. Um, something like it, you know, you're automatic withdrawal. • • Um, and if you're not doing that and you're still having people mail you checks, which I know there's some schools out there that are still doing that, um, • • you know, again, maybe this episode is going to spur you into step one, • • • which is to get some automatic withdrawal set up at your school. And then step two further down the road would be the continuous enrollment model. But I know that most schools, • um, listening already have that in place. • • • So this has to work with • • your system that's already in place. • • And then you also have to provide clarity for your enrollment team and your finance team as far as who's doing what. And this maybe the busy season for the finance team was later in the spring, but now it's going to move up to • • • late, um, • winter instead of spring. Um, and just so that we're not duplicating tasks or the tasks are being, um, • • dropped and left undone, is that there's going to need to be a lot of communication surrounding this new way of doing things. • Timing, responsibilities, • things of that nature. Okay, so what are the next steps then? Um, you know, if re really all I want you to do is to start thinking about this. • Um, you know, so read the resources in the show notes • at the private school leader do. Com episode one and 20 zeros • • • and maybe talk to one or two other leaders in your geographic area or someone that you met at a conference and ask them, are you using the continuous enrollment model? How long have you been doing it? Do you like it? And if you don't know what leaders in your area are doing, maybe reach out to your, • • um, school leadership organization, whether it's N's or ACSI or PRISMA or NCEA or CSI or others that are out there. Um, and they could probably guide you in the direction of, well, why don't you talk to this person and this person? And so again, just maybe getting more educated by reading some of the resources in the show notes and talk to another leader or two at another school that's using it and pick their brain • • and maybe you decide to go in this direction. I just want to stimulate your thinking. • • Um, so what are the big takeaways from today's episode? Well, the continuous enrollment model is rather than an opt out re enrollment • • where all parents and guardians must sign new contracts to enroll their kids every single school year. • • • • • • • It is an opt out process. So rather than opt in annually, • • • it's opt in once and then you have to opt out when you decide that you want to leave the school. • And this model assumes your kid is enrolled • and that they'll continue attending until graduation • • unless that family opts out or requests to withdraw. So that's what it is. • • • 6 Pro • increased retention, • • • earlier confidence in enrollment numbers, • • • you know, way earlier if someone is thinking about leaving • a more focused and less stressed enrollment team. • • • Simplified RE enrollment process for families. • • And many families are used to doing business this way. And then six cons. The first year is a heavy lift for the enrollment team and the head of school. • • Part of the heavy lift is communicating with families and creating a mindset shift. • • Number three, extra work for canceled contracts. Number four, losing focus on telling your story and complacency setting in. • Number five, making sure you're in compliance with state laws. And con number six is the technology fit and distribution of tasks. • • And your call to action, I've kind of mentioned it twice now, is really to just take a look at some of the resources in the show notes and maybe reach out to one or two other leaders that are using the continuous enrollment model and just talk to them for 15 or 20 minutes and ask them, what do you think? • • • So let's wrap it up.
Mark Minkus: I created Parent Academy to help private school leaders
I want to just remind you about something that's very, very, um, important, something that takes up a lot of headspace, and that is that, you know, you might have a parent living rent free in your head right now • • • • and they might be living there 24, 7. And then it's hard to get them out of your head when you're trying to fall asleep or you're at the dinner table or even driving to work or in the shower. • • And trust me, I've been where you are. I used to get super anxious and sick to my stomach just thinking about talking to certain parents. • • And parent issues dominated every aspect of my work as a private school leader. And I was stressed out all the time and I didn't know what to do and I didn't have a plan. And all I had was a lot of anxiety and fear and insecurity. • • But that's why I created Parent Academy for you, because I want you to have a plan. I want you to go from feeling anxious and stressed out about working with parents to feeling confident, calm and relaxed. • • And so I want you to check out Parent Academy, this digital online course that's a step by step framework for you, but it's also got those two webinars where then I can teach your, uh, teachers. • • So you can check that out@the privatealutr.com parentacademy and then one more free resource for you. This one's called the six Things that Every Private School Teacher Wants from Their Leader. This guide is a six page PDF that will be a game changer for you. And I guarantee that if you do these six things, the teachers at your school will be happy to follow you. You can grab that at the privatescchoolade leader.com guide. The six things every private School Teacher Wants from their leader@thePR • privatehoolleader.com guide. • • And one last request, • • if you've gotten value from this podcast, • • I would love it if you would just please share the link to the podcast with another leader in your life, • • another leader at school or someone you met at a conference or anybody that you know that's in Private School leadership. Just share the link with them. And then I also believe that you have a good eye for a rising leader in your school. Who's that rising leader that is showing that potential? Send them the link to the podcast as well, and maybe you can be the one to help spur them on to filling what will in the future be many openings in private school leadership. So I would just really appreciate it if you would share the link with other leaders in your life and rising leaders at your school. • And I've been your host, Mark Minkus. I just appreciate you so much and all the amazing work that you're doing at your school. Thank you for taking some of your precious time to join me here today. And I'll see you next time right here on the Private School Leader podcast. And until then, always remember to serve first, lead second, and make a difference.
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