Demographic Sustainability

Schools can work toward demographic sustainability by becoming more inclusive, providing greater accessibility financially and socially, developing a school climate in and out of the classroom that is supportive of a diverse student and faculty body, implementing a coordinated admission marketing strategy, and promoting a more flexible work environment.

Below, you will find:

1. Trends that back up the importance of this work.
2. Action steps schools should take.
3. Resources NAIS offers to help in this work.

Why is it important for schools to work toward demographic sustainability? Consider these trends:

• THE POPULATION IS CHANGING.
  Due largely to immigration and higher fertility rates among minorities, half of all school children will be non-Anglo American by 2025.
  (Harold Hodgkinson, Secondary Schools in a New Millennium: Demographic Certainties, Social Realities [Reston, VA:  National Association of Secondary School Principals, 2000].) 
  In fact, whites will represent 58 percent of the population in the 0-24 age range by 2015 compared with 70 percent in 1990. 
  (George Vernes and Richard Krop, Projected Social Context for Education of Children: 1990-2015] New York: The College Entrance Examination Board, 1999] pages 10-11.)
• INDEPENDENT SCHOOLS ARE NOT SEEN AS DIVERSE; DIVERSITY IS IMPORTANT TO PEOPLE.
  A recent report by NAIS indicates that many parents expressed their concern that independent schools do not offer diverse environments. (National Association of Independent Schools. Marketing Independent Schools to Minorities and Generation X, 2006)
  This finding confirms a previous poll result where only a third of the public rated the word "diverse" as consistent with their image of independent schools. Moreover, 56 percent of participants stated that public schools do a better job at having students drawn from a range of cultures, races, and income groups.
  (National Association of Independent Schools, National Public Opinion Poll on Perceptions of Independent Schools, 1999)
• THERE IS INCREASED COMPETITION IN THE EDUCATION MARKET.
  Today's independent school parent population demands more and more from schools (specialized and individualized services). In addition, experts predict that the school choice movement will continue to grow.  With the increasing competition, independent schools need to show their value-added.
  (National Association of Independent Schools, National Public Opinion Poll on Perceptions of Independent Schools, 1999)
• EXPECTATIONS OF WORKING ENVIRONMENT ARE CHANGING.
  To attract and retain talented faculty and staff, schools need to offer flexible work arrangements and work/life benefits.
  (M.E. Burke, 2004 Benefits Survey Report [Alexandria, VA:  Society of Human Resource Management, 2004])
  Employing high quality teachers was identified as the number one feature for a quality education by the public in general.
  (National Association of Independent Schools, National Public Opinion Poll on Perceptions of Independent Schools, 1999, AND National Association of Independent Schools, Marketing Independent Schools to Minorities and Generation X Parents, 2006)

What action steps can schools take now?

• Work with leadership to discuss long-term enrollment goals for your school.
• Do research on demographic trends in your area to assess the reality.
• Re-evaulate your admission marketing outreach. Are you reaching out in as many ways as possible to recruit a diverse student body? Are you using messages that resonate well with each group? 
• Assess your school environment - is it inclusive and welcoming to diverse students and families?
• Find out what other schools are doing to make their workplace more flexible for a changing population of current and potential staff and faculty.

What resources does NAIS offer to help?

Research

• NAIS Opinion Leaders' Survey: Forecasting Independent Education to 2025
• Marketing Independent Schools to Minority and Generation X Families

Tools

• NAIS Demographic Center
  This tool, available only to members (and at no cost) allows you to run reports on demographic trends.
• Assessment of Inclusivity and Multiculturalism (AIM)
  This is a survey tool that engages your whole community in assessing your school climate.
• StatsOnline
  This comprehensive database allows member schools (that complete the surveys) to run custom benchmarking reports to compare their figures with those of schools around the country.
• NAIS Independent School SurveyBuilder
  Getting the right data to make informed, strategic decisions has never been more important. Through this tool, you can access tested survey tools to collect information from your constituents and evaluate your progress.

Professional Development
At these national conferences, exchange ideas with colleagues and learn about the latest trends in the field.

• NAIS People of Color Conference
• NAIS Annual Conference

Communication Vehicles
Admission brochures and ad templates featuring messages that resonate with a wide, diverse group of prospective families. NAIS brochures and ad templates can help. Many are free or low cost.

Models/Samples

• http://www.nais.org/go/ideasatwork: This database of programs allows you to see what programs your colleagues around the country are employing successfully in their schools.

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