In an article that appeared in the Wall Street Journal last August, researchers claim that kids have better outcomes when parents can choose the school they attend — even if their standardized test scores don’t go up.  Using “real-life outcomes” based on things like educational attainment, occupational rank, future earnings and health, several studies in the US and abroad show that the future is brighter for students who have access to schools that best fit their needs.  And who is best qualified to determine which school is best for a particular child?  Parents!

What does this mean for your school?  Help parents make a good choice by finding ways to share the IMPACT of your school on students and families, staff and communities.  It’s easy to focus on facilities and test scores, but how can you creatively communicate “real-life outcomes”?  Are you using your communications (print, email, social media) and prospective family encounters to demonstrate the difference that your school makes?

Read the full article here.  What story can you share with a family, donor or staff member this week to communicate the impact that you are making together?