As a school leader, you must understand the impact of the COVID-19 pandemic on your teachers. From transitioning quickly to distance learning to the unknowns of the 2020–21 school year, burnout is possible (if not probable). You should know what to watch for, and how to respond if you see that your teaching staff needs additional support.

The economic fallout of the global pandemic is still unknown. Families and donors are facing an uncertain financial future. Your school’s development and fundraising targets hang in the balance. Radical changes have taken place since the last time campuses were open, and when school reopens in the fall, things will certainly not be the same. Development operations must evolve in this climate of insecurity.

When a new family decides to enroll at your school, the onboarding process must begin the minute they sign on the dotted line. Many schools make the mistake of failing to keep in touch with new families until right before opening day, leaving them on their own for weeks or months after enrolling. This leaves the family feeling apart from the community.

The crisis-driven transition to distance learning was a major disruption in the 2020–21 school year. However, it also presented an opportunity to reimagine traditional education. If you haven’t already, consider redesigning your academic program to subscribe to a student-centered, outcome-based education model, rather than delivering a standards-based education.

The COVID-19 crisis has created a climate of uncertainty for development professionals. Schools are reviewing the results of a highly unusual fundraising season and trying to project income for the new year. Almost half of all schools experienced a decline in overall fundraising revenue for the 2019...

We continue to see diversity, equity, and inclusion discussed at a national level and within our own schools and neighborhoods. As leaders tasked with supporting the school’s mission, many administrators look for guidance on how to approach these conversations in their unique communities.

As a result of these intense three months, five important lessons have emerged that can guide the future of your fundraising program.

While communities still feel the impact of the COVID-19 pandemic, your school can and should continue marketing. However, your messaging must shift. This is a time to reach out to people in solidarity and empathy. Create connections with new parents while also strengthening relationships with your current families. We recommend reviewing the following areas to continue marketing your school successfully.

COVID-19 has impacted every aspect of our lives. We’ve received many questions from school leaders about how to pivot their offerings today and how to plan for the future. We wanted to share some of our answers with you here.

The pandemic has created a number of enrollment challenges for schools, including a decrease in inquiries, slowed admission funnel activity, more requests for financial aid, and delays in re-enrollment commitments. To prepare for a safe and successful reopening this fall, admission and enrollment management leaders must focus their recruitment and re-recruitment efforts on strategies that are empathetic and realistic.