NBOA 2018 Annual Meeting presentation materials available to attendees now and to all NBOA members in June.
Worries about rising tuition and changing demographics resulting in fewer potential students have led more independent schools to consider auxiliary programs as a viable way to boost revenue and admissions efforts. A five-step process developed by two directors of auxiliary programs, Karen McCann McClelland of Sidwell Friends and Nat Saltonstall of Beaver Country Day School, along with Bill Rouse, senior advisor with the Auxiliary Services Organization, can help independent schools put together and deploy a strong plan. The three presented “Designing a Strategic Auxiliary-Programs Plan” at the 2018 NBOA Annual Meeting in March.
They outlined five steps:
Pro tip: Don’t skip steps 1 and 2! Many schools jump to step 3, but the first two are the foundation of a successful program.
As you consider the value proposition for your auxiliary programs, it’s a great time to think about the pain points facing existing school families and how those could be served through auxiliary programs.
Karen McCann McClelland Sidwell Friends School
Leading auxiliary programs are both visionary and entrepreneurial, the presenters said. Business officers must balance start-up investments against outcomes, and familiarity with program trends and the latest marketing tools is imperative.
For more details on each of the five steps, additional tips for success, examples of successful planning from three schools and further resources, download presentation materials, including an executive summary of the session (available now to 2018 NBOA Annual Meeting attendees and in June to all NBOA members). Summaries of 14 sessions are available.
Nothing but Net: Auxiliary Programs for Non-Tuition Revenue (November/December 2015)
Income Property: The Fine Print on Facilities Rentals (May/June 2016)
Facilities Rentals: Risks and Rewards (February 2018, web-only)
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