Transcript Slide 1

NAESP and FASA Working Together for Principals
Michael L. Schooley, Ed.D.
NAESP Chief Advocacy and Membership Officer
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Congratulations on the Florida Supreme Court
victory!
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Great example of a joint advocacy effort
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Together We Can
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Promoting a cause
◦ something YOU believe in
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Arguing on behalf of someone or something
◦ Children, Equity, Adequate, Fair
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Lobbying is advocacy with public officials
◦ Congress, Florida legislature, school boards
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You are the expert on schools – particularly your
school if you are a building leader
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You know what students and staff need to do an
effective job
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You have the big picture of your school and its
stakeholders
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You have unique and important information that
policymakers need and want (user stories)
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You have the power to vote for them – or not
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Advocacy is educating from your point of
view – and you are an educator
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You have a constitutional right (and a duty) to
petition the government (First Amendment)
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Education is under siege and what YOU know
is needed for good decision-making
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Collectively we have the power to inform and
influence policy
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“Principals welcome accountability and work every
day to help students achieve to their highest potential.
Unfortunately, the flawed, one-size-fits-all
accountability system created by current law has
resulted in an unrealistic and unwise focus on
standardized test scores and a narrowing of the
curriculum in many schools. We await a fully realized
reauthorization process in which thoughtful proposals
for improving the ESEA are thoroughly reviewed. This
would give struggling schools more time to design,
implement, and evaluate adjustments to curricula and
instruction . . . . . Since the current version of the ESEA
was signed into law, many principals have experienced
the unintended negative consequences this law has
brought to schools throughout the nation.”
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“As you prepare to recess I would like to
ask you to support additional funding for
education so that inflation and additional
State and Federal mandates do not take
money away from existing programs and
personnel. I know that Congress has many
programs and projects to fund and that in
these economic times money is tight. I would
just ask that you weigh the importance that
education plays in the overall quality of life of
all Americans.”
“I am writing to ask your support of H.R. 6239. This
resolution will give schools the time they need to
address the accountability of NCLB. You know the
problems this has caused Wyoming schools as it often
address schools with much different problems and
issues than Wyoming schools, yet we are asked to make
adjustments to a system that only needs tweaking not
vast revamping. Your support of this resolution will
give the time needed to "get it right for everyone" and
not make a problem fit the solution, but make the
solution fit the problem. That is the Wyoming way. I
appreciate your support of this issue of grave concern
to schools everywhere, but particularly in Wyoming.”
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Develop sample talking points or toolkit
Develop and offer advocacy training
Gather/publish “Toot Your Own Horn” series
Media campaign about and for Principals
Use work groups to deal with emerging
issues
Provide blogs and discussion boards on hot
topics
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Check out NAESP’s Leading Educators’
Advocacy Dashboard (LEAD) at
www.naesp.org
Enter Zip Code to learn:
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Who represents you?
FL: Two U.S. Senators
25 U.S. Representatives
What congressional district are you in?
◦ ADVOCACY MATTERS!
 Connecting
at a Local level
 Contributing to a
State Presence
 Collaborating for a
National Influence
Hedgehog
Theory
What are
you deeply
passionate
about ?
What is it
that you do
best ?
What drives
your
resource
engine ?
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Meaningful professional development
Supporting networking
Lobbying – being a ‘known’ factor
Mentoring to guide and nurture Level 5 leaders
Identifying effective practices and those
demonstrating them
Supporting administrative experts in their work
Thoughtful, clear communication strategies
Developing knowledge groups
MEMBERSHIP CHALLENGES
• School closings
• Competitive environment
• Maximum market penetration
• Aggressive marketing backlash
• Generational preferences
• Shrinking school budgets
Membership Cycle
◦ Prospecting
(know your prospects)
◦ Recruiting
(first impression)
◦ Orienting
(achieve a sense of value)
◦ Engaging
(cultivate their awareness)
◦ Renewing
(invest in yourself)
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Know your prospects
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Analyze demographics
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Create a brand that everyone recognizes
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Track contacts to prospects and identify what
works
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‘First’ encounter with a prospective member
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Develop ‘talking points’ for recruitment
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Use current member testimonials
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Incentive programs
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MGM – Member Get a Member Campaign
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Organize volunteers
◦ Develop a script?
◦ What makes us special?
◦ Why did you join?
◦ PD coupons
◦ Everybody knows somebody
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Make it “Local”
Mentor Assignment
New member newsletter
New member online chats – conference calls
Use your Web site – new member links
Personal contact – welcome phone call - visit
Orientation meeting at conference – What’s
on your mind? “Cash or Trash” idea exchange
Match association benefits and
services to member needs.
 Identify ways to recognize members.
 Identify ways for members to
contribute to the success of the
organization.
 Networks for Support
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Establish a strategy and go for it!
Set goals
Identify new vs. experienced member needs
Recognize members for their commitment to
the organization
Make it Personal – a welcome phone call,
visit, etc.
Orientation meeting at conference
FASA and NAESP – Together We Can!
Leadership Matters 