2:00-4:00 PM
Pre-Conference Workshop
Separate registration fee required.
Speakers: Ari Betof, Mission & Data, and Christian Dotchin, EMA
This workshop will explore practical, data-informed strategies to ensure schools meet enrollment goals while complementing core mission and promoting long-term financial sustainability. Participants will explore how to assess market demand, differentiate in crowded markets, better communicate the value of their programs, and refine tuition and financial aid models to support accessibility and institutional goals.
The session will include discussion about perceived value and affordability and share data from the Enrollment Management Association’s (EMA) 2025 report, An Independent School Education: Family Perceptions of Value and Affordability. We will examine strategies to engage families, attract mission-fit students, and adapt to shifts in affordability and demographics. Real-world independent school examples, tools, and actionable frameworks will empower school leaders and trustees to align their enrollment strategies with both their mission and the financial realities of the community they serve.
8:00-8:45 AM
Speakers: Lisa Hà, St. Anne’s-Belfield School, and Kelsey Dowling, St. Anne’s-Belfield School
Want to see your school in the news for all the right reasons? In today’s competitive media landscape and ever-shrinking newsrooms, grabbing a reporter’s attention takes smart strategy and quick action. The problem is you’re working on a shoestring budget with a very talented, but very stretched, comms team (or comms person). This fast-paced session will give you practical, easy-to implement tips to dial up your current efforts and get positive press beyond just athletics. Whether you’re a head of school, CFO/COO, or communications pro, you’ll walk away with a full list of plug-and-play ideas to get your school the coverage it deserves.
10:30-11:30 AM
Speaker: Tricia Roos, Role Call Consulting
Your school has probably changed over time, but your audience is changing faster! As we transition from Generation X parents to Millennial parents, what are the main differences between the two, and how should we market our school differently to each group?
In this session, we will explore the differences in which millennials respond to marketing and messaging and learn about proven strategies that schools can use to engage millennial parents.
Speakers: Liz Farr, Huron | GG+A Global Philanthropy, and Lindsey Field, Huron | GG+A Global Philanthropy
In this panel discussion, Heads of School Meredyth Cole, Lovett; Megan Cover, Girls Preparatory School; DuBose Egleston, Porter-Gaud; and Cecil Stodghill, Altamont; will burn down misperceptions in campaign planning and share how each prepared their school their school, their board, their advancement team, and themselves for a successful, efficient, and goal-achieving campaign. The panelists will share the keys to their successes, the challenges they encountered and overcame, and the surprises along the way.
What have they learned that they wish they knew before? How much time have they devoted to campaign work? What are their regrets, if any? What are their words of advice? Topics addressed will include distilling campaign priorities from strategic and master plans, ensuring collaboration among board committees, resourcing and partnering with the advancement office, working with campaign volunteers, and more. Come prepared with your own questions to ask!
1:45-2:45 PM
Speakers: Jane Hulbert, The Jane Group, and Jim Hulbert, The Jane Group
In today’s 24/7 news cycle with social media, issues can quickly turn into full-blown crises. In this session, presenters will share the importance of preparation with leadership and board trainings, hypothetical scenario preparations, and attention to cultural and political issues relative to your school’s mission and values. We will share techniques for sound decision-making and accurate and authentic communications for managing divisive rhetoric and criticism.
Online scrutiny of our schools is at an all-time high, which is why the risk register should be developed. In this session, attendees will discuss key strategies for school leadership and for the board. We will discuss crisis trends, and interactive real (anonymized) case studies will be shared.
3:15-4:00 PM
Speaker: Nija Majmudar Meyer, Woodwood Academy
Join us for a dynamic workshop designed to transform your approach to enrollment management. In today’s evolving educational landscape, success requires innovative strategies for recruitment and retention. This interactive session covers the following topics:
Leave with actionable strategies to elevate your enrollment approach and drive long-term institutional success.
Speaker: Taylor Marlatt, Christ Church Episcopal School
Traditional fundraising has its place, but what if we told you that breaking out of the box (and out of the formality) can build deeper connections and inspire more giving? In this session, we’ll explore how humor, heart, and authentic storytelling can transform donor engagement. We’ll share real-life examples of how video storytelling, playful eblasts, and warm, conversational messaging can inspire action while building a stronger school community.
You’ll leave with practical strategies for
Whether you’re just starting to experiment with creative fundraising or you’re ready to level up your storytelling game, this session will provide you with fresh ideas and tools to make your messaging more memorable—and your campaigns more successful.
4:30-5:15 PM
Speaker: Scott Wilson, ISM
Most independent school heads rise to their positions with little or no experience in development, yet one of their primary responsibilities is leading their school’s fundraising efforts. ISM Consultant, Executive Coach, and long-time school head Scott Wilson will discuss how to create and sustain a strong partnership between the head and development office.
Attendees will learn
Speaker: Michelle Fiscus, Providence Day School
In an era where attention is scarce and digital overload is real, how can independent schools ensure their communications reach and engage parents? The key lies in data-driven decision-making. This session will explore how schools can use real-time analytics to refine their communication strategies across newsletters, social media, and websites. By analyzing two years’ worth of data, we’ll uncover what works, what doesn’t, and how to pivot based on insights—not guesswork.
Attendees will leave with actionable strategies to
Speakers: Taylor Green, Ed Martin, Ann Parker, and Meg Stewart, Brookstone School
Break down silos and bring admissions, development, and marketing teams together for greater institutional success. Learn how Brookstone School created a strategic and unified Institutional Advancement Team that streamlines communication, fosters collaboration, and enhances the family experience at the school, leading to increased enrollment, retention, and record-high fundraising. Discover strategies to integrate messaging, coordinate mission-centered events with shared goals, and use data-driven insights to refine outreach.
Through practical examples, explore how cross-functional teamwork improves current (and prospective) family engagement, strengthens donor relations, and ensures brand consistency. Whether your school is just starting to align these teams or looking to enhance an existing structure, this session provides actionable steps to foster collaboration, maximize resources, and drive institutional growth.
Speakers: Stephanie Brooks, The Altamont School, and Caitlin Lopez Rogers, The Altamont School
Developing robust alumni relations programs are essential for independent schools. Building and growing these relationships not only benefits the school, but also the current students and other graduates. From making donations to playing key resource roles, alumni can assist with mentorship, internship opportunities, college transition assistance, and career advice. As a built-in network of professionals, alumni can provide valuable connections that support graduates for years to come.
Learn how to keep alumni active, informed, and involved to enhance your school’s reputation and impact. Whether by celebrating their achievements, integrating them into school programs, or maintaining an up-to-date database, a well-structured alumni relations strategy can strengthen admissions efforts, fundraising, and overall school development. Join us for an engaging discussion filled with practical strategies, proven practices, and useful resources. Whether you’re starting from scratch or revitalizing an existing program, you’ll leave with actionable next steps to take back to your school.
Speaker: Trey Boden, Roar
Define, differentiate, and strengthen your school’s identity through strategic storytelling. This session equips school leaders with a framework for crafting a brand story that resonates with prospective families, donors, and the school community. Learn how to identify your school’s unique value proposition, align messaging across departments, and leverage digital channels to amplify your narrative. Participants will engage in interactive exercises, assess their current messaging, and leave with a practical storytelling blueprint to enhance recruitment and fundraising.
