The Power of Advocacy and Membership

The Power of Advocacy and Membership NAESP and FASA Working Together for Principals Michael L. Schooley, Ed.D. NAESP Chief Advocacy and Membership Officer

The Power of Advocacy • Congratulations on the Florida Supreme Court victory! • Great example of a joint advocacy effort • Together We Can

The Purpose 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

Why Should School Leaders Advocate? • 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

The Possibilities of Advocacy • “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 Potentialof 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

Arm Yourself with Information • 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!

Contributing to the Power ofMembership… • Connectingat a Local level • Contributingto a State Presence • Collaborating for a National Influence

What are you deeply passionate about ? Hedgehog Theory What drives your resource engine ? What is it that you do best ?

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

MEMBERSHIP CHALLENGES • School closings • Competitive environment • Maximum market penetration • Aggressive marketing backlash • Generational preferences • Shrinking school budgets

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 benefitsandservicesto member needs. • Identify ways to recognizemembers. • Identify ways for members to contributeto 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 

The Power of Advocacy and Membership