The Power of Advocacy and

Membership

NAESP and FASA Working Together for Principals

Michael L. Schooley, Ed.D.NAESP Chief Advocacy and Membership Officer

Congratulations on the Florida Supreme Court victory!

Great example of a joint advocacy effort

Together We Can

The Power of Advocacy

Promoting a cause ◦ something YOU believe in

Arguing on behalf of someone or something◦ Children, Equity, Adequate, Fair

Lobbying is advocacy with public officials◦ Congress, Florida legislature, school boards

The Purpose of Advocacy?

You are the expert on schools – particularly your school if you are a building leader

You know what students and staff need to do an effective job

You have the big picture of your school and its stakeholders

You have unique and important information that policymakers need and want (user stories)

You have the power to vote for them – or not

Why Should School Leaders Advocate?

Advocacy is educating from your point of view – and you are an educator

You have a constitutional right (and a duty) to petition the government (First Amendment)

Education is under siege and what YOU know is needed for good decision-making

Collectively we have the power to inform and influence policy

Why Should School Leaders Advocate?

“Principals welcome accountability and work every day to help students achieve to their highest potential. Unfortunately, the flawed, one-size-fits-all accountability system created by current law has resulted in an unrealistic and unwise focus on standardized test scores and a narrowing of the curriculum in many schools. We await a fully realized reauthorization process in which thoughtful proposals for improving the ESEA are thoroughly reviewed. This would give struggling schools more time to design, implement, and evaluate adjustments to curricula and instruction . . . . . Since the current version of the ESEA was signed into law, many principals have experienced the unintended negative consequences this law has brought to schools throughout the nation.”

The Possibilities of Advocacy

“As you prepare to recess I would like to ask you to support additional funding for education so that inflation and additional State and Federal mandates do not take money away from existing programs and personnel. I know that Congress has many programs and projects to fund and that in these economic times money is tight. I would just ask that you weigh the importance that education plays in the overall quality of life of all Americans.”

The Possibilities of Advocacy

  “I am writing to ask your support of H.R. 6239. This resolution will give schools the time they need to address the accountability of NCLB. You know the problems this has caused Wyoming schools as it often address schools with much different problems and issues than Wyoming schools, yet we are asked to make adjustments to a system that only needs tweaking not vast revamping. Your support of this resolution will give the time needed to "get it right for everyone" and not make a problem fit the solution, but make the solution fit the problem. That is the Wyoming way. I appreciate your support of this issue of grave concern to schools everywhere, but particularly in Wyoming.”

The Possibilities of Advocacy

Develop sample talking points or toolkit Develop and offer advocacy training Gather/publish “Toot Your Own Horn”

series Media campaign about and for Principals Use work groups to deal with emerging

issues Provide blogs and discussion boards on

hot topics

The Potential of Advocacy

Check out NAESP’s Leading Educators’ Advocacy Dashboard (LEAD) at www.naesp.org

Enter Zip Code to learn:◦ Who represents you?◦ FL: Two U.S. Senators◦ 25 U.S. Representatives◦ What congressional district are you in?

◦ADVOCACY MATTERS!

Arm Yourself with Information

Connecting at a Local level

Contributing to a State Presence

Collaborating for a National Influence

Contributing to the Power of Membership…

Hedgehog Theory

What are you

deeply passionate about ?

What is it that you do best ?

What drives your

resource engine ?

What can FASA and NAESP do for administrators that no one else can do better?

Meaningful professional development Supporting networking Lobbying – being a ‘known’ factor Mentoring to guide and nurture Level 5

leaders Identifying effective practices and those

demonstrating them Supporting administrative experts in their

work Thoughtful, clear communication

strategies Developing knowledge groups

• School closings• Competitive environment• Maximum market

penetration• Aggressive marketing

backlash• Generational preferences• Shrinking school budgets

MEMBERSHIP CHALLENGESMEMBERSHIP CHALLENGES

Stages of Membership Development

Membership Cycle◦Prospecting (know your prospects)

◦Recruiting (first impression)

◦Orienting (achieve a sense of value)

◦Engaging (cultivate their awareness)

◦Renewing (invest in yourself)

Prospecting Ideas

Know your prospects

Analyze demographics

Create a brand that everyone recognizes

Track contacts to prospects and identify what works

Recruiting Ideas ‘First’ encounter with a prospective member

◦ Develop a script?

Develop ‘talking points’ for recruitment◦ What makes us special?

Use current member testimonials◦ Why did you join?

Incentive programs◦ PD coupons

MGM – Member Get a Member Campaign◦ Everybody knows somebody

Organize volunteers

Orienting Ideas Make it “Local” Mentor Assignment New member newsletter New member online chats – conference

calls Use your Web site – new member links Personal contact – welcome phone call -

visit Orientation meeting at conference –

What’s on your mind? “Cash or Trash” idea exchange

Engaging Ideas Match association benefits and services to member needs.

Identify ways to recognize members.

Identify ways for members to contribute to the success of the organization.

Networks for Support

Renewing Ideas

Establish a strategy and go for it! Set goals Identify new vs. experienced member

needs Recognize members for their

commitment to the organization Make it Personal – a welcome phone call,

visit, etc. Orientation meeting at conference

We are fortunate to work in an honorable profession where we have the POWER, the ABILITY and the COMPASSION necessary to make the world a better place!

FASA and NAESP – Together We Can!

Leadership Matters