As schools strive to attract more diverse students, your website is a prime opportunity to set the tone and stand apart. Building an accessible and inclusive website helps ensure all users (the people who spend time on your site) feel welcome and valued. 

Here are some key considerations and best practices:

1. Follow accessible design best practices. 

Apply these best practices to ensure you’re considering the needs of all website visitors, not just the majority. The beauty of accessible design is that it benefits everyone — not just those who need it. 

  1. Make text large and clear enough to read, and use colors that are easy on the eyes.
  2. Offer more than one way to experience the content on your website, such as including videos with captions.
  3. Provide easy ways to adjust preferences, such as changing the language in which text is displayed.
  4. Make it simple to suggest new ideas and technologies, such as including a way to contact your school via the menu or at the bottom of your site.

Tip: Add alt text to meaningful images. Alternative text, commonly referred to as alt text, is a textual description of an image appearing within a web page. This text is part of the page’s HTML code and is included as an alt attribute, which is a special tag that tells the browser what to display if the image cannot be loaded.

3 Ways To Create An Inclusive And Accessible School Website 1
2. Design with inclusivity in mind. 

While accessibility is about helping everyone use a site effectively, inclusivity is about helping everyone feel welcome. Consider these tips to make your site more inclusive.

  1. Keep your language simple, informal, and industry jargon-free to ensure everyone can understand and engage with your content.
  2. Use action-oriented language on buttons and links to guide people through your website.
  3. Provide positive reinforcement.
  4. Offer interactive elements that give users positive feedback and acknowledgment, such as confirmation messages after completing forms or applications. This fosters a sense of engagement and reassurance.
Webinar Recap Click To Enroll Redesign Your Website For Growth
3. Utilize accessibility tools for testing. 

Several free and helpful tools can check for a variety of accessibility issues on your website, including:

 • WAVE Accessibility Evaluation Tool 

 • Siteimprove Accessibility Checker Chrome extension 

 • axe DevTools 

Automated tools may not catch every error, so supplement them with hands-on testing methods, such as reading through content with accessibility in mind, checking that all interactive elements can be operated with a keyboard, and testing the site with a screen reader. 

By incorporating these accessible and inclusive design principles into your website, you can create a welcoming and accommodating online environment for parents, students, teachers, and staff. This reflects positively on your school’s commitment to diversity and inclusion and ensures that everyone can access information and resources to meet their needs.

About the Author
Shaina Rozen Square

Shaina Rozen is a content strategist, writer, and founder of Sidetone. When businesses struggle to stand out from the competition and explain what they do in words their customers understand, Shaina is there to help. As a content strategist and writer, she collaborates with companies to translate complex information into clear communication, show their brand’s unique value, and inspire their audience to act.

More Website Resources

Your website is the digital front door of your school. Take a look at the resources below for more ways to make yours stand out.

Are you renovating or expanding your school facility? Whether you’re looking to add a gymnasium, basketball court, library, science laboratory, or need additional classrooms to accommodate growing enrollment, the construction process presents an opportunity to further your school’s mission and enrich the educational experience for your students.

Here’s how to set your project up for success from the get-go.

1.       Establish Clear Goals by Setting the Budget and Target Delivery Date

At the heart of every successful construction project lies a clear set of goals, including a well-defined budget and a target timeline for delivery of the new space. By setting realistic expectations and working towards them collaboratively, project stakeholders can align their efforts and minimize the risk of costly delays or overruns.

4 Construction Best Practices 2

2. Build a Strong Team

Assembling a strong and cohesive project team is key. The architect plays a pivotal role in leading the design process and orchestrating the efforts of other key stakeholders, such as engineers, consultants, and contractors. Additionally, having an experienced owner’s representative onboard can provide valuable guidance and oversight throughout the project. Selecting the most qualified and experienced architect and contractor for your project is crucial for success.  

3. Conduct a Competitive Bidding Process

Don’t go with the first bid you receive! Project owners can make informed decisions and secure the best possible partners for their endeavors by conducting a Request for Proposal (RFP) process for the architect, owner’s representative, and contractor. It’s best practice to have at least 3 to 4 firms to compare against.

4 Construction Best Practices

4. Navigate the Entitlements and Permitting Process

Be proactive in identifying and addressing regulatory requirements early in the process. From zoning approvals to building permits, thorough due diligence is key to staying on track and within budget. You’ll avoid the potential of costly setbacks. Seek guidance from an experienced architect, land use attorney, owner’s representative, or permit expeditor to help your team identify all the potential entitlements and permits you’ll need to secure before you can start construction on your project.

Embarking on a construction project to enhance your school’s facilities is more than just a physical endeavor – it’s about creating spaces that align with your institution’s mission and support its educational goals. With the right approach and adherence to best practices, a school building can become a powerful tool in advancing the mission and vision of your school.

About the Author
Michael Soh helps schools expand and improve their facilities. Along with a degree from USC in Civil Engineering, Michael has nearly a decade of experience—having managed projects in New York City, Boston, Los Angeles, and San Francisco. He has expertise in mixed-use, multifamily, office, and commercial projects, allowing him to support schools through ground-up construction, building and space improvements, and redevelopment initiatives.

Delve into the essential aspects of school building management in this webinar, 5 Key Aspects of Managing Your School Building. The panel of experts covered a spectrum of topics crucial for school leaders managing their buildings, including best practices and considerations for building improvement, renovation, and management.

You can watch the webinar on-demand anytime here. Here’s a recap of what was covered.

Construction Best Practices

Expert Michael Soh shared best practices for ensuring your construction project stays on track and within budget. Here are a few of his recommendations:

  1. Plan and design with precision
  2. Assemble a strong team
  3. Implement competitive bidding
  4. Engage experienced consultants
How to Make the Most of Your Lease

Next, we heard from Tabatha Martins and Mary Dillon on how schools can make the most of lease agreements.

They discussed understanding your lease terms, rent details, property conditions, and tenant rights. This is crucial for negotiating favorable terms and fostering clear communication with landlords.

Facility Financing Options

Tommy Alberini shared financing options for school facilities, discussing factors like eventual ownership, lease terms, buyout and refinancing options, and payment structures to strike a balance between flexibility and stability.

How to Work with a Broker

Next, Maddy Marlton shared the benefits of working with a broker. She emphasized how partnering with a commercial real estate broker offers access to market insights, listings, negotiation expertise, and regulatory guidance, streamlining the process and enhancing the likelihood of securing an ideal facility.

Real-World Experiences

Lastly, we heard from Christin Barkas and Ryan Eldridge, who shared real-world experiences of schools accomplishing their mission through strategic building upgrades.

Partner for Support

If you’re embarking on a building upgrade or building purchase, we’re here to help. Get in touch with our team and browse additional free resources below.

The quest to find the ideal home for your school can be complex—and feel daunting. This is why it can make a huge difference to have a broker to guide you through the process. Here are just three key benefits of working with a broker that can make all the difference when seeking your school’s forever home.

1. You will save time and energy.

With their deep understanding of the industry, brokers can efficiently lead your school through the intricate processes surrounding property transactions—whether it’s buying, selling, or leasing a facility. Brokers have the knowledge and resources to streamline the process, allowing you to focus on running your school.

2. You’ll benefit from their network.

Brokers can offer your school access to a vast network and comprehensive market coverage, ensuring that no stone is left unturned in the search for the perfect facility. They can explore all available property options, including off-market opportunities that schools wouldn’t typically have access to. By leveraging their connections and expertise, brokers can present you with a wide range of choices tailored to your specific needs and preferences.

Advantages Of Working With A Broker
3. You’ll stay on mission and on budget.

Brokers closely collaborate with your school to gain a deep understanding of their goals and priorities; brokers can align property searches accordingly. Whether it’s location, size, amenities, or budget constraints, brokers work to find properties that perfectly match your school’s criteria.

In addition to these three key advantages, it’s important to engage with a broker early in the process. By starting the conversation well in advance, preferably 12 to 18 months before seeking occupancy, you can better manage expectations and streamline your search for an ideal facility.

With their time-saving expertise, comprehensive market coverage, and ability to provide tailored solutions, brokers serve as invaluable allies, offering guidance and support every step of the way.

About the Author

Maddy Marlton has a strong background in industrial real estate, including property management, leasing, acquisitions, and development. As an integral member of Grow Schools’s Operations team, Maddy establishes relationships with brokers that can help get schools into their forever homes.

Your website serves as the digital front door to your school. A user-friendly design creates a positive first impression, making it more likely that visitors will explore further and consider enrollment. It ensures that prospective families, who may or may not be tech-savvy, can easily navigate the site, find information, and complete enrollment processes without frustration.

Here are 5 tips for a user-friendly website.

1. Understand Your Audience

One of the foundational steps in creating a meaningful digital experience is gaining a deep understanding of your audience. Identify the different user groups, whether they are potential families, current students, or community supporters, and conduct interviews, surveys, and empathy mapping exercises to comprehend their needs, motivations, and experiences. By putting yourself in the shoes of your users, you can tailor your website to resonate with them on a personal level.

Grow Schools Ux Empathy Map
2. Goal Setting: Define Success Metrics from the Start

Set clear goals for your website. Establish SMART goals—specific, measurable, achievable, relevant, and time-bound. For example, rather than a broad goal like increasing enrollment, aim to increase the number of applications submitted through the website by a specific percentage within a defined timeframe. Setting goals ensures alignment among stakeholders and provides benchmarks for measuring success.

3. Monitor Your Progress Effectively

Implement analytics and tracking tools to monitor user behavior on your website. Track metrics that align with your goals, but be cautious of potential misleading indicators. High traffic numbers may not always translate to genuine user engagement. Combine quantitative data with qualitative insights gathered through interviews and feedback to gain a comprehensive understanding of user interactions.

Grow Schools Qualitative Quantitative Testing
4. Balance Statistics with Storytelling: Humanize Your Data

While statistics and awards add credibility, experts stressed that it’s crucial to balance them with compelling storytelling. Share success stories, testimonials, and impactful narratives that humanize the data. Use multimedia elements, such as videos and photos, to create an emotional connection with your audience. A well-crafted narrative not only informs but also engages and resonates with visitors.

Grow Schools Ux Inclusivity Accessibility
5. Create an Inclusive Experience

As charter schools strive to attract more diverse students, a school’s website is a prime opportunity to set the tone and stand out.​

School websites—and all websites—should consider all types of users, not just the majority. They must be accessible (able to be used by people of all abilities) and inclusive (not exclusionary in their form or content).

Webinar Panelist Carousel 2

Niki Blaker is a design strategist and founder of Five Sigma Studio—a design firm focused on bringing brand strategy, user experience, design, and content together. Her work is guided by an emphasis on cross-discipline collaboration and in-depth research that makes meaningful brand strategy and design experiences possible.

For more website design tips, watch the on-demand webinar Click to Enroll: Redesign Your School’s Website for Growth.

According to a survey conducted by the nonprofit National School Choice Awareness Foundation (NSCAF), 53.7 percent of parents are considering new schools for their children. Most school searches start online, which means it’s important for your school to be both searchable and have online curb appeal. Here are 5 ways you can improve searchability and engagement with your school’s website.

1. Enhance Search Visibility
Tuesday Tips Cybersecurity

93% of school searches start at a search engine like Google, so if you’re considering advertising, you’ll want to enhance search visibility with Google Ads. To use Google Ads effectively, you’ll want to create content based on common search terms—or keywords—that someone might use when looking for a school like schools near me, schools with enrichment programs, or top 10 schools in my area. Provide content that responds to these keywords, and your ad will show up higher on the list.

Tip: Google’s free analytics offer insight into your ads’ effectiveness, allowing you to make data-driven decisions. Google Ads are also cost-effective: schools set their budget and only pay when someone clicks on an ad.

2. Design an Engaging Website

Your school’s website is a glimpse into your thriving, unique programs. Not only should you provide cohesive branding and authentic photos, but your site should be intuitive, easy to navigate, and engaging.

A good guiding principle is to design your site for current families and prospective ones. Feature enrollment information prominently both in the navigation bar and on a button on your home page. You can also choose to add a pop-up window when enrollment deadlines approach.

Screenshot 2024 01 19 At 12 13 03 PM

Then, create your website content by anticipating prospective families’ questions. Present an authentic representation of all you have to offer by featuring videos, photographs, and testimonials from students, teachers, and parents. Professionally produced content adds value, but student and teacher-generated images and stories offer genuine insight into daily life in the classroom.

Another best practice is to keep the website up to date with a current calendar of events, visit days, and enrollment deadlines and include upcoming school events that are open to the public.

Clickclick To Enroll Redesign Your Schools Website For Growth (1)

For more on website content, check out the free webinar Click to Enroll: Redesign Your School’s Website for Growth.

3. Create Compelling Social Content

The list of social media outlets is ever-expanding. Facebook, YouTube, TikTok, and Instagram are only a few of the channels schools use to attract prospective students. Your school doesn’t need to be on all of them—what’s important is that you are where your prospective families are online. Talk to current families about where they spend time online and go from there.

Each social media channel has unique viewers interested in different content, so what works on Facebook may not work on Instagram or TikTok. Follow other schools and see what they’re posting to get an idea of what might work for your school.

It’s a lot of work to manage several different social media accounts, so involve others in the fun! While a school representative should always approve any content before it goes online, trusted school ambassadors, including parents, teachers, and students themselves, can become your storytellers. You can create a digital media club for middle and high school students who, with the support of a trusted faculty advisor, can develop an effective social media strategy that will appeal to prospective classmates.

4. Keep Your On-line Data Up to Date

A first stop for many prospective families is a school review site like greatschools.org, niche.com, privateschoolreview.org, and publicschoolreview.com. Someone on your administrative team should have access to these sites to update information like enrollment numbers, course offerings, and demographics. Keep these up-to-date and correct any errors quickly. 

The reviews posted to these sites have become an effective tool for evaluating a school. Each review is vetted, so school personnel cannot ghostwrite these. A little persuasion may be necessary to encourage current parents and students to write the reviews, so offer some school swag as a reward for posting.

Recognize that not every review will be glowing, and a negative one will sit on the site for a while. The silver lining? It may be an opportunity to uncover a problem that your school needs to address. If you get a negative review, keep in mind the advice offered by Jay Baer in Hug Your Haters: How to Embrace Complaints and Keep Your Customers. Treat it like a phone call complaint. Ignoring it is equivalent to hanging up, but on social media, where others are watching. Respond promptly, address concerns, and turn it into an opportunity to showcase your commitment to transparency and good communication.

Tip: These sites are closely monitored internally. All information will be confirmed before your school’s profile is updated, so keep an eye on the progress. It may take 2 – 3 days to complete an update. 

5. Showcase the Talent at Your School

Blog posts are a great way to show your community the great things your students are accomplishing. Once you’ve posted to your website, share it across social media and on channels like LinkedIn to spread the word.

Teacher Retention Recap

Your educators have a wealth of information to share, and along with a guest blog post on your own site, there are plenty of digital media outlets that accept articles written by teachers: sites like Edutopia, The Educators Room, and We Are Teachers. Member publications of Parent Media may publish helpful how-to articles written by teachers as well. When a member of the school staff publishes, share the article broadly with praise. 

Other ideas include:

  1. Teachers can offer a webinar on classroom management
  2. A counselor could create a YouTube video on how to help a student get organized
  3. An administrator can present as a thought leader advising others on topics like navigating budget cuts or offering professional development
  4. A student can present a classroom project on TikTok as an example of how learning happens at your school

The greater the online presence a school has, the more effective its enrollment marketing strategy. Use these tips to expand your reach to more prospective families and see your school population grow.

Whether your school is new to fundraising or simply busy navigating the school year, you may think you are out of time to conduct a year-end campaign. Don’t skip this great opportunity to boost your bottom line! Approximately 30% of all annual giving occurs in December, and around 10% occurs in the last three days. It’s not too late to launch a year-end campaign. Here are five tips to help you maximize your results.

1.   Cast A Wide Net

Your fundraising efforts shouldn’t stop at currently enrolled families. Consider inviting your broader community to support your school – including local businesses, grandparents, alumni, and community leaders. Ask your staff, volunteers, and school leadership to share campaign news with their contacts by emailing your appeal letter, forwarding school newsletters, and liking social media posts – you may be surprised at who steps up with a gift!

2.   Set A Deadline

Gifts to public charter schools are typically tax-deductible as long as no goods or services are exchanged. Year-end fundraising appeals generally set a deadline of December 31 (or sooner!) to maximize donors’ tax deductions during the calendar year. Set a deadline for your campaign, and be sure to let your families know by what date they need to make their gift. It adds some urgency to the campaign, and they’ll respond in a timely way.

3.   Keep It Simple

Busy parents have so many messages coming at them via email, snail mail, and social media. When writing your appeal letter, be sure to keep it streamlined and simple. A one-page mailed or emailed letter should include recent highlights and a clear request for support. Don’t overwhelm your readers with too many statistics or stories – a few well-chosen anecdotes will go a long way in reminding your parents why they love your school and why they should support it with a gift. 

4.   Ask For What You Need

Do you need help finishing your playground? New microscopes for your science classroom? School supplies for families in need? Or simply general support to make your school stand out as an excellent center for learning? Don’t make your families guess what your needs are – clearly outline what their gift will support and the impact that it will make on your students.

5.   Don’t Forget to Say Thank You

Once your campaign ends, reach out to your donors with a personalized letter to say thank you. It’s a great way to let them know they are valued and appreciated members of your school community. Include your school’s IRS tax identification number and the amount and date of their gift to help them at tax-filing time. And don’t forget to report on the outcome of your campaign on school social media and your website. Your donors – and you – should be proud of the results!

Additional Resources

K-12 Fundraising Tips:
https://www.blackbaud.com/industry-insights/resources/k-12-schools/the-k-12-fundraiser-accelerate-your-back-to-school

Easy School Fundraising Ideas:
https://www.weareteachers.com/fundraising-ideas-for-schools/

Fundraising Letter Writing Tips:
https://doublethedonation.com/fundraising-letters/

School Fundraising Event Ideas:
https://www.signupgenius.com/School/school-fundraising-ideas.cfm

Need fundraising help?

Looking for ways to grow your fundraising efforts? Grow Schools partners with our clients to help them meet their contributed revenue goals and plan for the future. Our fundraising team brings a deep knowledge of designing, launching, and growing fundraising campaigns for schools of all sizes. Interested in learning more? Contact us today and see how Grow Schools can help maximize your fundraising efforts!

About the Author

Mara Winke, CFRE, has over 20 years of experience as a professional fundraising consultant for charter, public and international schools. Mara helps her clients maximize their contributed revenue through campaign strategy and analysis, annual and capital campaigns, grant research and writing, and Board and volunteer training. She enjoys running and reading Scandinavian mysteries and is an avid hockey mom.


News from us today: Charter School Capital has a new name. Say hello to Grow Schools!

A Legacy of Support

For 17 years, we’ve forged long-term relationships with schools—offering them sustaining, holistic support. We offer schools financial support, partner with schools on the path to building ownership, and help them reach their enrollment goals. We also offer a range of resources and expert guidance to help schools thrive as they grow. Over the years, we’ve been honored to build meaningful, long-term relationships with the schools we serve—raising $3 billion to help 900+ schools flourish, and getting 3+ million kids access a nurturing school environment.

As schools’ needs evolve, we evolve our support—and we needed a name to reflect that dynamic. As we brainstormed what to call ourselves, we were driven by the desire to better express the depth and breadth of our solutions for schools; we wanted a name that better reflected our values, our mission, and our dedication to school success.

Time for a Change

The name Grow Schools points directly to our vision: that all kids have access to a nurturing school environment where they can thrive. Our new name also reflects our mission: to help school leaders get where they’re going with the money, resources, and know-how to create thriving schools. 

Don’t miss our new case studies, where you’ll find inspiring stories of school leaders like Craig Cason, Executive Director and Founder of DuBois Integrity Academy, or Dr. Ramona Bishop, Visionary, President, and CEO of Elite Public Schools. You’ll find stories of schools getting the resources they need to thrive—dive into those stories now.

We’re excited to step into this next chapter alongside the amazing school leaders we serve. We look forward to serving you as Grow Schools with the same holistic support we’ve always provided.

Here’s the next 17 years and beyond. From all of us at Grow Schools, thank you—and let’s go!

Effective enrollment marketing is an investment in the long term. It’s comparable to planting a tree; the effort and care you invest early on can result in a thriving canopy of students for years to come. By focusing on strategies that span multiple enrollment seasons, schools can establish a foundation that builds a strong and sustainable school community.

Adopt a strategic marketing tailored to your unique offerings. Enrollment marketing isn’t just about spreading awareness; it’s about communicating why your school is the ideal choice for students and their families. You’ll need to go beyond word of mouth.

Here are some tips for developing a long-term enrollment strategy that helps your school achieve its mission.

Focus on retention.

Focus on both attracting new students and retaining existing ones to create a balanced, long-term enrollment marketing strategy.

Adapt to challenges.

Be sure to stay updated with enrollment trends in the ever-changing educational landscape. Pay special attention to difficulties in regaining enrollment at specific grade levels, such as the third grade, indicating the long-term impact of the pandemic on student retention.

Be thoughtful about your online presence.

Use video content as a dynamic tool for engagement on platforms like TikTok and YouTube to create awareness and interest. For new schools, community engagement and early advocacy are pivotal to building interest and a solid foundation. Ensure your school’s website is compelling, informative, and sparks curiosity among prospective students and their families.

Build a strong Board.

Carefully consider board governance and the composition of your board of directors, especially during the formative stages of a charter school. Having community influencers and parents with significant influence on the board can be a powerful catalyst in promoting your school and fostering community engagement.

Dive Deeper: Watch the Discussion

Ashley McQuarrie and Tony Solorzano joined Michael Barber to discuss these strategies in more depth and touch on social media as a tool for raising awareness. Watch the full video below.

Note: YouTube had an issue with sound for the first five minutes. The speakers were able to recap what they covered once sound was restored.

Reach Your Goals with Digital Marketing

Achieve your enrollment goals through digital marketing. Raise awareness, fundraise, meet enrollment targets, and create a diverse network of champions that will nurture your school over the long term. Check out this free resource here.

Screenshot 2023 10 19 At 10 49 06 AM

Somehow, it’s October already. With all the back-to-school activities, September went by so quickly, and now it feels like the holiday season and a brand new year are just around the corner. And that means new opportunities and, of course, new challenges when it comes to attracting families to your school.

My advice? Don’t wait. The earlier you kickstart your enrollment efforts, the more time you have to connect with families and build those fantastic partnerships. Whether you’re teaming up with external partners or managing things in-house, early planning can make all the difference.

This week, I spoke on YouTube Live about what school leaders can be thinking about right now in terms of enrollment. You can watch that chat below and read on for your tips for October.

Local Engagement and Open Houses

First things first—think local! Engaging with your community is a powerful way to connect with prospective families. Consider hosting open houses, whether in-person or virtual, that give folks a sneak peek into your school’s world. Let them experience your unique educational approach and soak in your school’s warm and welcoming vibe. Your local newspapers can also spread the word about your open houses, and having informative materials ready to go can make sure folks really get what your school is all about.

Community Partnerships

Collaborating with community organizations can be a game-changer. Good options are the Boys and Girls Clubs or YMCA—these organizations have some great networks that can help you reach families you might have missed otherwise. Check out local community-based organizations, too. They’re often hidden gems when it comes to expanding your reach.

Use Video

Videos are your secret sauce, allowing you to authentically showcase your school. You don’t need to be a professional videographer to make videos—simple, genuine, and heartfelt clips can resonate deeply with potential families.

Capture those special moments in your school’s calendar—especially the first day of school—and create video montages that tell your school’s story.

Word of Mouth

Remember, we’re here to support you every step of the way. You can learn more about enrollment marketing partnerships here.

Last but not least, think about word of mouth. Positive recommendations from your current school community can carry a lot of weight. Encourage people to share their stories, and consider hosting events where families can invite friends and family to get to know your school better.

Remember, we’re here to support you every step of the way. You can learn more about enrollment marketing partnerships here.
tony-solorzano

Tony Solorzano is passionate about helping charter schools thrive in their communities and achieve their enrollment goals. Learn more about Tony here.