Data Dashboard 2011

WASHINGTON STATE SCHOOL DIRECTORS’ ASSOCIATION

WSSDA Members

Traditionalists 1922-45Baby Boomers 1946-64Generation X 1965-76Millenials 1977-98

*Age Categories

Traditionalists11.6%

Millenials2.6%

No Data1.1%

Generation X24.5%

Baby Boomers60.2%

Age

Female39.9%

Male60.1%

Native American1.7%

No Data40.5%

White55.3%

African American0.3%

Asian American0.6%

Hispanic1.6%

Gender Ethnicity

WSSDA Members

2 terms26.5%

3 terms14.4%

4 terms8.4%

≥ 5 Terms7.0%

≤ 1 term42.2%

No Data1.5%

≤ 20021.3%

201-49914.2%

500-99914.8%

1,000-199912.8%

2,000-4,99916.2%

≥ 5,00020.7%

Tenure District Size

WSSDA Members

NOTE: Numbers represent full-time equivalent students

Goal 1: Organizational Development WSSDA’s organizational structure and culture effectively and efficiently serve school directors and their districts.

• Spring attendance was down, close to ’09 levels, while fall attendance continues to climb.

• Spring satisfaction ratings were slightly higher than usual, while fall satisfaction ratings were lower.

Regional Meetings

Attendance (Spring/Fall)

Satisfaction Rating (Spring/Fall)

All Programs

2011 Financial Trends: Revenue

Other Income

Policy & Legal Services

2011 Financial Trends: Revenue

Governmental Relations

Annual Conference

2011 Financial Trends: Revenue

Leadership Development

Communications

2011 Financial Trends: Revenue

2011 Financial Trends: Expenses

Salary and Benefits

Board and Officers

Committee and Task Force

2011 Financial Trends: Expenses

Annual Conference

Staff Travel and Training

2011 Financial Trends: Expenses

Leadership Development

Maintenance and Operations

2011 Financial Trends: Expenses

Printing

Contracted Services

2011 Financial Trends: Expenses

NOTE: Contracted services includes consulting services, BoardDocs, Policy Services, EduPortal, and NSBA Dues.

WSSDA is the premier provider of accessible and relevant professional development to build school directors’ leadership skills.

Goal 2: Leadership Development

WSSDA Regional Workshops

• 2011 workshops were held prior to regional meetings.

• This increased the number of workshops and accessibility for members, with minimal cost.

• Overall attendance was slightly lower than 2010, due to one particularly large workshop in 2010.

• The overall number of in-district workshops was slightly lower in 2011, because it was not the year after an election and the Lighthouse Project ended in June.

• OSPI-funded Board Consultation and Data First services are increasingly popular.

• Research-based services are strengthening WSSDA’s position as the premier provider of relevant content for boards.

In-District Workshops

Number of Workshops

• Workshop revenue was in the black for the first time.

• This was due to increased fees, decreased subsidies for first-of-year workshops, and less reliance on cadre.

• 2011 totals include $19,500 in revenue and expenses for workshops completed using OSPI funds.

Revenue vs. Expense

In-District Workshops

• In an effort to reduce costs, we reduced the number of candidate workshops offered.

• We identified central locations, where most candidates in a region are willing to attend.

• Workshops in 2007 had an average attendance of 7. Workshops in 2011 had an average attendance of 19.

Candidate Workshops

• 10 boards participated in Lighthouse Project training through June of 2011.

• The Lighthouse Project formally concluded in June 2011.

• Staff and cadre continue to use concepts and materials developed through the research.

Lighthouse Project Participation

• Initial cohorts were filled with veteran board members.

• In the past four years, we reduced the years of board service required to participate, in order to fill the classes.

• This year, some members expressed frustration at the cost of the program.

• We are re-thinking how to run Leadership WSSDA in the future.

Leadership WSSDA Graduates

• Expenses have been relatively stable over time.

• Tuition appears to have generally covered costs.

• Expenses exceeded revenue in 2011, in part, due to one participant paying in the prior year.

Leadership WSSDA Revenue vs. Expenses

• Search numbers tend to be cyclical, corresponding to school board elections.

• In our current agreement with McPherson & Jacobson, WSSDA receives 15 percent of fees charged.

Searches

Search Revenue

Superintendent Searches

• In the past three years, requests for customized board services increased.

• Strategic planning continues to be the most frequently requested customized service.

• The difference between expenses and revenues came from a 2010 prepayment for a project that was completed in 2011.

Customized Services

• 158 school directors and superintendents took the WSSDA Board Self-Assessment in the last quarter of 2011.

• These participants represented 72 districts.

• This indicates a high level of interest in the board self-assessment.

Surveys Taken

Respondents

Online Self-Assessment

• The Leadership Development Department received approximately 720 requests for help from members and districts in 2011.

• Responding to these requests took, on average, 30 minutes.

• This new measure provides a baseline for comparison in the future.

• These numbers represent our best estimate for consultations that were not part of workshops or customized services.

Phone and Email Consultation

• Despite the continued recession, attendance rose to near 2008 levels.

• Strong promotion and keynotes and the new location may have contributed to the increase.

• Day-long boot camps offered as pre-conference sessions drew the highest attendance in 4 years and were highly rated by attendees.

Annual Conference Attendance

• Attendance counts confirm that not everyone attends general sessions.

• Attendance at the closing session was just over a third of that for the opening session.

• This decline is typical.

General Sessions

Annual Conference Attendance

• Satisfaction ratings reflect this evaluation comment: “2011 was the best conference in many years – perhaps ever.”

• High caliber keynote speakers, a more cohesive program of breakout sessions on key topics, and a beautiful new facility contributed to high ratings.

Percent “good” or “excellent”

Annual Conference Satisfaction

• Expenses are typically higher on the West side.

• Expenses include a portion of staff salaries.

• This year’s expenses also included out-sourcing conference management

Revenue and Expense

Annual Conference Financial Details

• Increased revenue came from offering all-day sessions that met members’ interests.

• This is a success that we plan to continue.

Revenue and Expense

Annual Pre-Conference Financial Details

• Pre-conference revenues played a bigger role in a healthy bottom line in 2011.

• Revenues on pre-conference activities grew much more than costs, contributing to the increase in net revenues.

Overall Net Revenue

Pre-Conference Financials

Annual Conference Financial Overview

Goal 3: AdvocacyWSSDA and its members exert a positive influence on public education policy. Serving as a unified voice for local school directors, WSSDA fosters effective relationships with other policy makers and organizations to help advance an agenda that supports our legislative proposals and priorities.

• Overall attendance was down by about 30 total; WSSDA only down 8.

• Feedback was overwhelmingly positive on speakers.

• WSSDA to lead the conference “administration” next year.

Legislative Conference Attendance

• Attendance down about 12 percent.

• 101 responded to a survey of those who didn’t attend.

• Main reasons for not attending: someone else was attending or couldn’t take time off work.

Legislative Assembly Attendance

• Attendance was down by 7 participants, or 27 percent, from 2010.

• Some districts reported the cost of the event as a reason they didn’t attend.

FRN Attendance

• 2011 was the first year for this at the annual conference.

• We received 100 percent good to excellent ratings.

• We are looking into offering one prior to the Legislative Assembly.

Legislative Boot Camp

• Started 2011 calls in March.

• Averaged 10-15 people per call.

• From staff perspective, it was helpful to get feedback.

Weekly Legislative Calls

Weekly Legislative Call Participants

Monday Call Ins

Goal 4: GovernanceWSSDA is the foremost source to assist school boards in the ethical performance of their governance responsibility to support student learning in a safe, secure and respectful learning environment.

• Subscriptions declined from 161 to 150 last year.

• There is no discernible trend in subscriptions. In 2007, the number was 145.

• Net revenue also declined in 2011, sliding five percent to $58,770.

• This was three percent above revenue for 2007.

Subscriptions

Net Revenue

Online Policy Subscriptions

• The number of subscribers to Policy News has slowly and steadily increased since 2007.

• The increase was 12 percent over the four years.

• Revenue has been stable over the past three years.

Subscriptions

Revenue

Policy News

• School districts as well as law firms subscribe to this publication.

• This is our lowest priced publication at $125 per year.

• Subscriptions and revenue dipped slightly in the past year.

• Over time, subscriptions and revenue have been fairly stable.

Subscriptions

Revenue

School Law Digest

• BoardDocs paperless meetings have grown from zero to 24 subscribers.

• This growth has resulted in a similar jump in revenues.

• Net revenue more than doubled in 2011 to $57,600.

• This compared to the previous high of $44,550 in 2008.

Subscriptions

Net Revenue

BoardDocs Sales

• The popularity of consultations has jumped during the past two years.

• This reflects the hard work of the consultant in meeting with local districts to update policies.

Policy Consultations

WSSDA Policy Consultant

• Consultations increased by about 18 percent from 2010 to 2011.

• Phone consultations increased by the greatest proportion, rising 33 percent to 941.

• Email consultations increased by about 9 percent, rising to 1,203.

Policy and Legal Consultations

Goal 5: CommunicationsSchool directors rely on WSSDA as a recognized provider of relevant, concise, timely information on education issues and association activities, and as a voice for greater awareness of the importance of local school district governance.

• The popularity of our updates continued to grow last year.

• Subscriptions for directors stayed flat in 2011, but increased for others by 337, or 26 percent.

• These subscribers include educators, legislators, reporters and others.

NOTE: October and November of 2011 are estimated

Subscribers to eClippings and Leg Update

• All 1,477 elected school directors receive this newsletter.

• School directors and superintendents are the biggest groups of subscribers.

• Superintendents, school attorneys and other associations each showed increases.

• Overall, the number of requested subscribers increased about 7 percent to 1,102.

NOTE: Does not include school directors

WSSDA Direct Subscribers

• Total website visits increased from 95,800 to 103,300, or 8 percent, from 2010 to 2011.

• The number of pages viewed increased by a much greater amount, 18 percent.

• There is a seasonal pattern influenced by conference registration, the legislative session and major holidays.

Total Pageviews

Website Total Traffic

• The number of On Call subscribers continued to decline in 2011.

• Total subscriptions have declined from 72 to 50 since 2007.

• Revenue has followed a similar pattern.

• Net revenue has declined even sharper.

• The recent sudden drop in net revenues is partly explained by 2011 payments that were not received until 2012.

Subscriptions

Net Revenue

On Call Subscriptions and Revenue