nais trendtalk webinar: trends in demographics• continue monitoring the demographics of your...
TRANSCRIPT
NAIS TrendTalk Webinar: Trends in Demographics
Amada Torres, NAIS VP of Studies,
Insights, and Research
A Few Reminders
• Have questions?
You are on mute, but you can still pose your
question by typing it on the right side of your screen.
I will answer questions at the end.
• Participate in the poll.
Periodically, I will poll the audience. Participate in
this anonymous poll on the right side of your screen.
• We are recording this webinar.
And we’ll send you a link!
Agenda
• School Population Trends
– White Children Becoming the New Minority
– Growth of Hispanic Population
– The Rise of Asian Americans
• Trends Affecting School Parents
– Changing Forms of Marriage and Family
– New Parenting Styles
– Parents as Consumers
School Population Trends
White Children Becoming the New Minority
NAIS Students by Race and Ethnicity
Source: DASL
Audience Poll
Have you noticed a decline in the number of
Caucasian students applying to your school?
– Yes. The decline is evident.
– Yes, but the change is not that noticeable.
– No. It seems to be about the same.
– No. There are more Caucasian students
applying to my school.
– I don’t know.
Growth of Hispanic Population
The Rise of Asian Americans
Audience Poll
Does your school have a strategy in place to attract
Hispanic families?
– Yes, and it is very successful.
– Yes, but it is not working that well.
– No, we are not targeting any specific racial or
ethnic groups.
– I don’t know.
Action Steps
• Continue monitoring the demographics of your
school population. Assess the need to explore new
markets for students.
• Make sure to understand the educational
expectations of diverse families.
• Fine-tune your communications and messages to
provide a welcoming environment to increasingly
diverse families and explain school expectations.
Trends Affecting School Parents
Changing Forms of Marriage and Family
Source: Joseph G. Kosciw and Elizabeth M. Diaz, Involved,
Invisible, Ignored: The Experiences of Lesbian, Gay,
Bisexual and Transgender Parents and Their Children in
Our Nation’s K–12 Schools, GLSEN
Action Steps
• Closely monitor your student demographics, especially
at the lower grades. Delayed marriages and
multigenerational families may cause parents to have
fewer children.
• Assess the need to provide additional support and/or
special services to attract students from minority groups
or from lower socioeconomic backgrounds, who are
more likely to come from new family structures.
• Provide multicultural diversity training and offer programs
for parents that include information about LGBT families.
New Parenting Styles
Audience Poll
How is your school demonstrating that it delivers the type of
outcomes that high-investment parents are expecting?
– SAT/ACT scores
– College matriculation rates
– ERB Achievement Tests
– Alumni surveys
– AP
– Tests on individual student growth (like MAP)
– Surveys on school experience and student engagement (like
HSSSE)
– Tests to measure 21st century skills (like CWRA)
– Tests to measure non-cognitive skills (like MSA)
– Other
– Don’t know
Action Steps
• Regularly provide information that shows the value
of your institution’s educational experience.
• Spell out the reciprocal obligations of parents and
schools.
• Keep the message of “educating the whole child”
front and center.
• Create more opportunities to engage fathers in
school-related activities.
Parents as Consumers
Gen Xer vs. Millennial Parents
Gen Xers Millennials
• Individualistic • Digital natives
• Believe in
measurable results
• Public parenting
• Price sensitive • Used to
customization
• Consumer minded • Green sensibility
• “Stealth-fighter” • Less aggressive
parenting style
Types of High-Income Parents
Action Steps
• Offer data on student outcomes and the return on
investing in an independent school education.
• Prepare for the “à la carte” consumer.
• Survey parents annually to understand what is
important to them and how they view your school.
• Conduct a parent segmentation, brand valuation,
and tuition elasticity study.
“Rapidly changing demographics demand
that we engage in a vigorous, ongoing,
and systemic process of professional
development to prepare all educators in
the school to function effectively in a highly
diverse environment.”
As Diversity Grows, So Must We
Gary R. Howard
Thank You for Attending!
• Please complete a very brief survey at
the end of this presentation.
• Find free resources for trustees at
www.nais.org/go/trustees.
• Read more about trends in the NAIS
Trendbook, available in the NAIS online
bookstore at www.nais.org/bookstore.