In July, the National Center of Education Statistics (NCES) released its annual report, "Indicators of School Crime and Safety: 2014." The report includes research on bullying and cyber-bullying, weapons on school property, victimization, teacher injury, and other crime and safety-related topics—all of which should be priorities for the Board to anticipate and address.
From July 1, 2011, to June 30, 2012, there were 45 school-associated violent deaths. In 2013, among students aged 12-18, there were about 1,420,900 reported nonfatal victimizations at schools. However, the report indicates that fewer high school students reported being in physical fights and being victimized in 2013 (the latest research results).
The report also found the percentage of students who reported “afraid of attack or harm at school or on the way to school” dropped from 12% in 1995 to 3% in 2013. So, there is a greater degree of perceived student safety in many public schools.
What does this mean for your private-independent school? There are many good public schools and charter schools that may offer you competition in the area of student safety. Although private schools take pride in providing a “safe haven” for students, today that may not be as strong a factor in your appeal to parents and students to attend your school, especially if public schools in your area have commendable safety records.
In the past, in ISM surveys of private schools, “safe haven” was perennially the number one “characteristic with parent appeal” for attending a school. That is no longer true in our latest survey results. Number one is now “faculty care and concern” followed by “emphasis on character development/values,” and “quality of faculty.” In ISM’s surveys, “degree of safety from harm or negative influences” fell to number six in the latest top-10 list of school characteristics.
The decision to consider a private school over a public school is indeed complex. Different parents and students seek different elements. But it is clear from our surveys over the past decades that parents emphasize a school’s culture, the values it posits, and the interpersonal relationships with faculty and other members of that culture as the prime factors in their choice.
For your private school, this is good news—these are factors you can highlight to focus on your differences from public schools and enhance your value proposition. The mission of your school is the key factor in that differentiation. If parents believe in the school’s mission and the leadership’s and faculty’s ability to deliver on that mission, they are more likely to choose your school.
Additional ISM resources:
The Source for Trustees Vol. 11 No. 9 Indicators of School Crime and Safety
The Source for Trustees Vol. 13 No. 9 Teach Trustees About Your School’s Educational Programs
The Source for Trustees Vol. 13 No. 3 The Board’s Role in Faculty Culture
Additional ISM resources for Gold Consortium members:
Webinar: The Admission Committee—Mission-Focused Decision-Making
I&P Vol. 40 No. 11 Three Hallmarks That Lead Parents to Choose Your School
I&P Vol. 34 No. 8 The Student Culture Profile and Your Purpose and Outcome Statements
I&P Vol. 32 No. 3 Marketing Your Purpose and Outcome Statements
