TORONTO – April 28, 2025 – Whether it be student grades, assessment responses, engagement data, or contact information, the safety of your data is our priority at Top Hat. As the leading engagement platform used by more than 750 higher education institutions, we’ve implemented several technical and operational measures to keep our promise. That’s why we’re thrilled to announce that Top Hat has received a certificate of compliance for ISO/IEC 27001:2022!
Read on to learn what this means for our business and users.
A new milestone in Top Hat’s privacy and security journey
The ISO/IEC 27001:2022 certification is the international gold standard for information security management. This achievement highlights our dedication to safeguarding user data through a complete set of information security controls, which are routinely audited by an independent third party. CPSI Certifications Inc., a certification body with more than 30 years of experience, performed the audit and awarded the certification. Our certification reflects our continuous commitment to upholding the highest level of security standards to protect user data. This credential applies to both the Top Hat and Aktiv SaaS platforms.
“Achieving ISO/IEC 27001:2022 certification is a significant milestone for us. It reflects the strong security foundation we’ve built to protect our users’ data and demonstrates our commitment to maintaining the highest standards of information security,” says Que Sengmany, Director of Information Security at Top Hat. “For our users and partners, this certification provides assurance that we’re following globally-recognized best practices to manage risks and safeguard information.”
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At Top Hat, we’ve used the following pillars to guide our security philosophy.
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These principles continue to be our North Star as we continue to safeguard sensitive company and user data. Curious to know more about our technical security measures? Visit our Security page today.
About Top Hat
As the leader in student engagement solutions for higher education, Top Hat enables educators to employ proven student-centered teaching practices through interactive content and tools enhanced by AI, and activities in in-person, online and hybrid classroom environments. To accelerate student impact and return on investment, the company provides a range of change management services, including faculty training and instructional design support, integration and data management services, and digital content customization. Thousands of faculty at 750 leading North American colleges and universities use Top Hat to create meaningful, engaging and accessible learning experiences for students before, during, and after class.
As Education Secretary Linda McMahon was busy dismantling her cabinet department, she vowed to preserve one thing: the National Assessment of Educational Progress (NAEP), also known as the Nation’s Report Card. In early April, she told a gathering of ed tech companies and investors that the national exam was “something we absolutely need to keep,” because it’s a “way that we keep everybody honest” about the truth of how much students across the country actually know.
That was clearly a promise with an asterisk.
Less than two weeks later, on Monday of this week, substantial parts of NAEP came crumbling down when the board that oversees the exam reluctantly voted to kill more than a dozen of the assessments that comprise the Nation’s Report Card over the next seven years.
The main reading and math tests, which are required by Congress, were preserved. But to cut costs in an attempt to appease Elon Musk’s Department of Government Efficiency or DOGE, the National Assessment Governing Board (NAGB) scrapped a 2029 administration of the Long-Term Trend NAEP, an exam that has tracked student achievement since the 1970s.* Also cut were fourth grade science in 2028, 12th grade science in 2032 and 12th grade history in 2030. Writing assessments, which had been slated for 2032, were canceled entirely. State and local results were also dropped for an assortment of exams. For example, no state-level results will be reported for 12th grade reading and math in 2028, nor will there be district-level results for eighth grade science that year.
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“These are recommendations that we are making with much pain,” said board chair Beverly Perdue, a former North Carolina governor who was appointed to this leadership role in 2018 during President Donald Trump’s first term. “None of us want to do this.”
The board didn’t provide an official explanation for its moves. But the vice chair, Martin West, a Harvard professor of education, said in an interview that the cuts were an effort to save the 2026 assessments. “A moment of reckoning came more quickly because of the pressures on the program to reduce expenses in real time,” he said.
In other words, the board was effectively cutting off the patient’s appendages to try to save the brain and the heart. Despite the sacrifice, it’s still not clear that the gambit will work.
DOGE has been demanding 50 percent cuts to the $190 million a year testing program. Nearly all the work is handled by outside contractors, such as Westat and ETS, and five-year contracts were awarded at the end of 2024. But instead of paying the vendors annually, DOGE has diced the payments into shorter increments, putting pressure on the contractors to accept sharp cuts, according to several former Education Department employees. At the moment, several of the contracts are scheduled to run out of money in May and June, and DOGE’s approval is needed to restart the flow of money. Indeed, DOGE allowed one NAEP contract to run out of funds entirely on March 31, forcing ETS employees to stop work on writing new questions for future exams.
Reading and math tests are scheduled to start being administered in schools in January 2026, and so additional disruptions could derail the main NAEP assessment altogether. NAEP is taken by a sample of 450,000 students who are selected to represent all the fourth and eighth graders in the nation, and each student only takes part of a test. This sampling approach avoids the burden of testing every child in the country, but it requires Education Department contractors to make complicated statistical calculations for the number of test takers and the number of test sections needed to produce valid and reliable results. Contractors must then package the test sections into virtual test booklets for students to take online. The Education Department also must get approval from the federal Office of Management and Budget to begin testing in schools — yet another set of paperwork that is handled by contractors.
A DOGE dilemma
People familiar with the board’s deliberations were concerned that contractors might be pressured to agree to cuts that could harm the quality and the validity of the exam itself. Significant changes to the exam or its administration could make it impossible to compare student achievement with the 2024 results, potentially undermining the whole purpose of the assessment.
Board members were ultimately faced with a dilemma. They could cut corners on the full range of assessments or hope to maintain NAEP’s high quality with a much smaller basket of tests. They chose the latter.
The cuts were designed to comply with congressional mandates. While the Long-Term Trend assessment is required by Congress, the law does not state how frequently it must be administered, and so the governing board has deferred it until 2033. Many testing experts have questioned whether this exam has become redundant now that the main NAEP has a 35-year history of student performance. The board has discussed scrapping this exam since 2017. “The passage of time raises questions about its continued value,” said West.
The writing assessments, originally scheduled for 2032 for grades four, eight and 12, needed an overhaul and that would have been an expensive, difficult process especially with current debates over what it means to teach writing in the age of AI.
The loss of state- and district-level results for some exams, such as high school reading and math, were some of the more painful cuts. The ability to compare student achievement across state lines has been one of the most valuable aspects of the NAEP tests because the comparison can provide role models for other states and districts.
Cost cutting
“Everyone agrees that NAEP can be more efficient,” said West, who added that the board has been trying to cut costs for many years. But he said that it is tricky to test changes for future exams without jeopardizing the validity and the quality of the current exam. That dual path can sometimes add costs in the short term.
It was unclear how many millions of dollars the governing board saved with its assessment cancellations Monday, but the savingsare certainly less than the 50 percent cut that DOGE is demanding. The biggest driver of the costs is the main NAEP test, which is being preserved. The contracts are awarded by task and not by assessment, and so the contractors have to come back with estimates of how much the cancellation of some exams will affect its expenses. For example, now that fourth grade science isn’t being administered in 2028, no questions need to be written for it. But field staff will still need to go to schools that year to administer tests, including reading and math, which haven’t been cut.
Compare old and new assessment schedules
Outside observers decried the cuts on social media, with one education commentator saying the cancellations were “starting to cut into the muscle.” Science and history, though not mandated by Congress, are important to many. ”We should care about how our schools are teaching students science,” said Allison Socol, who leads preschool to high school policy at EdTrust, a nonprofit that advocates for equity in education. “Any data point you look at shows that future careers will rely heavily on STEM skills.”
Socol worries that DOGE will not be satisfied with the board’s cuts and demand more. “It’s just so much easier to destroy things than to build them,” she said. “And it’s very easy, once you’ve taken one thing away, to take another one and another one and another one.”
On April 17, the Education Department announced that the 2026 NAEP would proceed as planned. But after mass layoffs in March, it remained unclear if the department has the capacity to oversee the process, since only two employees with NAEP experience are left out of almost 30who used to work on the test. McMahon might need to rehire some employees to pull it off, but new hiring would contradict the spirit of Trump’s executive order to close the department.
Socol fears that the Trump administration doesn’t really want to measure student achievement. “There is a very clear push from the administration, not just in the education sector, to have a lot less information about how our public institutions are serving the people in this country,” Socol said. “It is a lot easier to ignore inequality if you can’t see it, and that is the point.”
The Education Department did not respond to my questions about their intentions for NAEP. McMahon has been quite forceful in articulating the value of the assessments, but she might not have the final say since DOGE has to approve the NAEP contracts. “What’s very clear is that the office of the secretary does not completely control the DOGE people,” said a person with knowledge of the dynamics inside the Education Department. “McMahon’s views affect DOGE priorities, but McMahon doesn’t have direct control at all.”
The ball is now in DOGE’s court.
Canceled assessments
Long-Term Trend (LTT) assessments in math and reading for 9, 13 and 17 year olds in 2029. (The Education Department previously canceled the 2025 LTT for 17 year olds in February 2025.)
Science: Fourth-grade in 2028, 12th grade in 2032
History: 12th grade in 2030
Writing: Fourth, eighth and 12th grades in 2032
State-level results: 12th grade math and reading in 2028 and 2032, eighth grade history in 2030
District-level results: Eighth-grade science in 2028 and 2032
*Correction: An earlier version of this sentence incorrectly said that two administrations of the Long-Term Trend NAEP had been scrapped by the governing board on April 21. Only the 2029 administration was canceled by the board. The 2025 Long-Term Trend NAEP for 17 year olds was canceled by the Education Department in February. Nine- and 13-year-old students had already taken it by April.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
CLEVELAND — In a public school cafeteria here, 6- and 7-year olds were taking turns sketching their ideas for a building made of toothpicks and gummy bears. Their task: to design a structure strong enough to support a single subject notebook.
It was a challenge meant to test their abilities to plan ahead, work as a team and overcome setbacks. But first, they had to resist the urge to eat the building materials.
Zayden Barnes, a first grader at Clara E. Westropp School of the Arts, picked up a blue gummy bear and sniffed it. “That smells good,” he said, licking his lips.
Mia Navarro, another first grader, held a green gummy bear to her nose and inhaled deeply. “I can’t stop smelling them!” she exclaimed. “I just want to eat it, but I can’t!”
The lesson in engineering and self-control was part of an after-school program run by the nonprofit Horizon Education Centers. It’s one of a dwindling number of after-school options in a city with one of the highest child poverty rates of any large urban area in the country.
Last year, Horizon and other nonprofit after-school providers reached more than 7,000 students in Cleveland public schools, buoyed by $17 million in pandemic recovery aid. But when the money ran out at the end of that school year, nonprofits here had to drop sites, shed staff and shrink enrollment. Horizon, which was in five public schools last year, is now in just one.
Similar setbacks can be seen across the country, as after-school programs struggle to replace billions in federal relief money. While a few states are helping to fill the gap, Ohio isn’t among them. And many providers fear more cuts are coming, as the Trump administration continues its campaign to slash government spending and end “equity-related” grants and contracts.
The after-school sector plays a critical role in the nation’s economy, providing close to 8 million students, or nearly 14 percent of all school-aged children, with a safe place to go while their parents work. It offers homework help, enriching activities, healthy snacks and physical exercise — often for a fee, but sometimes for free.
Done well, after-school programs can strengthen students’ social and emotional skills, increase their engagement with and attendance in school, and reduce their risk of substance abuse or criminal activity. In some cases, they can help improve grades and test scores, too.
Yet the sector, which has existed for more than 100 years, has long been hobbled by inadequate funding, staffing shortages and uneven quality. There are long waitlists for many programs, and low-income families often struggle to find affordable options.
In a recent survey by the nonprofit Afterschool Alliance, more than 80 percent of program leaders said they were concerned about their program’s future, and more than 40 percent said they worried they’d have to close permanently.
“The state of afterschool in America feels very grim,” said Alison Black, executive director of the Cleveland affiliate of America Scores, a nonprofit that teaches soccer and poetry to students in 13 cities across North America.
Students build a gummy bear structure in an after-school program run by Horizon Education Centers, in Cleveland. Credit: Grace McConnell for The Hechinger Report
After-school programs emerged in the second half of the 19th century, in philanthropic settlement houses that provided English courses and health care to the children of immigrants, according to a Rand Corporation report. They multiplied after Congress passed child labor laws in the 1930s, and again during World War II, when women entered the workforce in large numbers.
In those early days, the programs functioned mostly as child care, offering a solution to the problem of the “latchkey kid.” But they began to take on a broader role in the 1960s, when the programs started to be seen as a way to both reduce youth crime and provide kids with positive role models, according to Rand.
In the 1980s and 1990s, policymakers and funders began demanding that after-school programs play a part in closing the academic gaps between wealthier and poorer kids. High-poverty schools began setting aside some of their Title I funds to provide after-school programs.
But it wasn’t until 1998 that the federal government offered targeted support to after-school programs, in the form of competitive grants awarded by the states through the newly created 21st Century Community Learning Centers Program. The first year, Congress appropriated $40 million for the program; by 2002, that number had swelled to $1 billion.
Today, the after-school sector is made up of a mix of programs providing academic support, enrichment (sports, theater and the like) or some combination. Their goals and funding streams vary, from public dollars to philanthropic and corporate gifts. Many survive by stitching together multiple sources of funding.
The 21st Century program remains the only dedicated federal funding stream for after-school and summer learning, providing $1.3 billion in support to 10,000 centers serving close to a fifth of students in 2023.
After-school programs are popular among parents, and demand for slots far exceeds the supply. For every child in an after-school program, there are three more who would participate if an affordable, accessible option was available to their families, according to surveys by the Afterschool Alliance.
Gina Warner, CEO of the National Afterschool Association, says afterschool is a space where kids can try new things and take risks they wouldn’t take at school, where the stakes are higher. “Afterschool is still a place where kids can fail” without consequence, she said.
The programs also connect students with positive adult role models who aren’t their teachers or caregivers, said Jodi Grant, executive director of the Afterschool Alliance. “Our biggest strength, when it gets down to it, is relationships,” Grant said.
But sustaining those connections can be difficult in a sector with low pay and limited opportunities for advancement. Turnover rates are high, and when staff don’t stick around, “You’re missing one of the best benefits of afterschool,” said Warner.
Students practice a dance routine at the Downtown Boxing Gym, in Detroit. Credit: Kelly Field for The Hechinger Report
For a sector accustomed to scraping by, the American Rescue Plan Act of 2021 was like a winning lottery ticket.
Over three years, after-school programs received roughly $10 billion in ARPA aid — money they used to add staff, improve pay and benefits and expand enrollment, according to the Afterschool Alliance. It estimates that programs were able to serve 5 million more kids as a result.
But the money has mostly been spent, and late last month, Education Secretary Linda McMahon told districts that their time to use any remaining funds was over. In Cleveland, which spent almost $28 million on out-of-school time programs between fiscal 2022 and 2024, Horizon and other nonprofits formed a coalition to try to convince the district to continue at least a portion of the aid. They held rallies, secured media coverage and brought parents to testify before the school board. But the district wouldn’t budge, said David Smith, Horizon’s executive director.
“There’s no opportunity to go back to the scale we were at during the pandemic, and we still have the same problems,” said Smith. “Kids are getting in trouble after school, and they still need the extra academic help.”
The Cleveland Metropolitan School District made significant gains under its last CEO, Eric Gordon, whose Cleveland Plan was credited with improved student outcomes, including a 25 percentage point increase in the high school graduation rate. But the pandemic erased some of those gains and Cleveland, like many districts, is still recovering.
The district’s new CEO, Warren Morgan, has defended his decision not to fund the nonprofit providers, noting that the district offers after-school sports and an arts program. But those extracurriculars vary by day and by school, and after-school advocates say many schools have been left without the consistent, comprehensive care working parents depend on.
“Our city is focused on workforce development without thinking about who cutting this care hurts,” said Black, of America Scores Cleveland.
Without continued support from the district, Black’s organization has had to dip into its rainy-day fund and drop fall soccer for middle schoolers. Serving elementary students feels more essential, she explained, since younger kids can’t stay home alone.
Other nonprofits have been harder hit. The Greater Cleveland Neighborhood Centers Association, or NCA, has closed half of its locations in the district, leaving programs in seven schools. The Boys and Girls Clubs of Northeast Ohio, which lost $3 million in pandemic relief dollars and other federal support this academic year, has shuttered 17 sites.
Dorothy Moulthrop, chief executive officer of Open Doors Academy, another nonprofit, thinks the losses might have been less severe if the after-school coalition had been able to show strong results for the federal money. Though individual programs handed over reams of data to the district, Moulthrop wasn’t able to get its leaders to share the data in a form that would allow providers to study their collective impact.
“We needed to be able to demonstrate our return on investment and we were not able to,” she said.
Students in a poetry class run by America Scores Cleveland. Credit: Grace McConnell for The Hechinger Report
Questions about whether after-school programs are a good investment of public dollars have dogged the sector since the early 2000s, when Mathematica Policy Research began publishing the results of an evaluation that found the 21st Century program had little impact on student outcomes.
The study, which is often cited by politicians seeking to gut after-school spending, was controversial at the time, and remains so. Defenders of afterschool argue the evaluation was methodologically flawed and point to other research that found that students who regularly attended high-quality programs saw significant gains. But one of the study’s two authors, Susanne James-Burdumy, said in an interview that it was the most rigorous of its time.
In the 20 years since the Mathematica reports were published, hundreds of dissertations and program evaluations have added to the evidence base for both sides of the debate. But large-scale, rigorous evaluations of after-school programs remain rare, and their findings are mixed, James-Burdumy and other researchers say.
Though some analyses have found after-school programs can boost reading and math achievement, promote positive social behaviors and reduce negative ones, other studies have shown little growth in those and other areas.
Some of that inconsistency likely stems from differences in the quality of programs, researchers and advocates say. When funding is tight, after-school programs tend to focus their dollars on services, rather than professional development or program evaluation.
“Quality often feels like an extra,” said Jessie Kerr-Vanderslice, a consultant at the American Institutes for Research who focuses on out-of-school time programs.
Advocates also note a misalignment between program goals and outcome measures: While after-school programs often prioritize relationships and social and emotional skill-building, their funders frequently focus on academic gains.
One variable that seems to matter in student outcomes is attendance: Studies have found that students who attend regularly reap greater benefits than those who show up sporadically.
Yet more than half of students who participated in programs paid for with 21st Century grants in 2022-23 attended for less than 90 hours, a program evaluation shows. That works out to just 30 days for a three-hour program.
At Clara E. Westropp Elementary in Cleveland, where Horizon Education Centers has been able to continue its after-school program with a 21st Century grant, 73 students are enrolled, but average daily attendance is less than half that.
Students descend the stairs during an after-school program run by America Scores Cleveland. Credit: Grace McConnell for The Hechinger Report
On the other side of Lake Erie, at Detroit’s Downtown Boxing Gym, students are required to attend at least three days a week. To keep them coming, the program offers a huge range of activities, from cooking to coding (but ironically, not boxing).
Inside the large building that houses the program, there’s a lab with a flight simulator and 3D printer, and a music studio paid for and built by one of Eminem’s former producers.
Outside, on a turf field where the program plans to build an addition that will enable it to double enrollment, a group of middle school majorettes was preparing for an upcoming dance performance.
Debra Beal, who became the caregiver to her niece’s two young sons when she was in her 50s, says the program saved her life — and theirs. It kept the boys, now 19 and 20, off the streets while she worked, provided them with exercise and tutoring, and even served them dinner. The staff became like family, supporting her when she struggled as a parent and offering to pay for counseling when one son lost his father and uncle from fentanyl overdoses on the same day.
“What they’re doing is life-changing,” said Beal, whose long denim coat had the word “Blessed” written in sequins on the back.
Financially, the Downtown Boxing Gym is on surer footing than its counterparts in Cleveland. The Michigan Legislature has provided $50 million in funding for after-school programs in each of the last two years, and the program recently received $3 million in funds from the state.
That doesn’t mean the program isn’t being pinched by the Trump administration’s cost-cutting campaign and purge of diversity, equity and inclusion programs, said Jessica Hauser, its executive director. Corporations the program was counting on for seven-figure gifts for the addition and program expansion are reconsidering their pledges, and a promised federal earmark now seems unlikely.
Hauser is also worried about potential cuts to federal child nutrition programs and student aid, which the program depends on for meals and college student tutors.
Back in Cleveland, the coalition Smith formed to fight for after-school funding has expanded to include the city, the county and a local foundation, which hired a consultant to come up with the cost to deliver quality after-school programming. To longtime advocates like Smith and Allison Wallace, executive director of the NCA, it feels like the sector is having to prove itself, yet again.
“They’re revisiting conversations we had 15 years ago, around best practices and identifying quality,” Wallace said. “We keep going over the same things, and we’re not getting any traction.”
Things could get even tougher in the next couple years, as the district shifts the costs of providing security and custodial services for after-school programs onto the nonprofit providers. Wallace estimates that the change will cost providers tens of thousands per site.
And future federal funding is far from guaranteed. Though the 21st Century program enjoys bipartisan support in Congress, Trump sought to eliminate it in every budget proposal he issued in his first term and is expected to do so again.
For now, though, after-school programs are still providing kids in Cleveland with caring staff, a safe place to spend the hours after school, and engaging activities like gummy bear construction.
The teams had 10 minutes to build structures that could support a notebook. When the timer went off, the structure built by Zayden and Mia’s group resembled a two-story house with a caved-in roof. Zayden wasn’t feeling optimistic.
“I think it’s going to fall,” he said.
“Think positive,” said Kathy Thome, a program administrator who is helping the group.
Ian Welch, the program’s site coordinator for Clara E. Westropp, picked up a notebook and approached the table. He reminded the teams that failure is part of the scientific method. If their structures collapse, they can try again, he said.
“It’s going to squish down,” Mia predicted.
She was right. But the flattened structure still held the notebook aloft. The kids jumped up and down, and Zayden did a little boogie.
“We’re so happy — we did it!” he said.
Welch rewarded their effort with some fresh gummy bears, and the kids, proud and hopped up on sugar, waited for their parents to pick them up.
Contact editor Caroline Preston at 212-870-8965, on Signal at CarolineP.83 or via email at preston@hechingerreport.org.
This story was produced with support from the Education Writers Association Reporting Fellowship program.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
When you’re looking for research on four-day school weeks or how to teach fractions, or trying to locate an historical document, such as the landmark Coleman Report of 1966, you might begin with Google. But the reason that high-quality research results pop up from your Google search is because something called ERIC exists behind the scenes.
ERIC stands for Education Resources Information Center and it is a curated online public library of 2.1 million educational documents that is funded and managed by the U.S. Education Department. The collection dates back to the 1960s and used to be circulated to libraries through microfiche. Today it’s an open access website where anyone can search, read online or download material. Neither a library card nor login credentials are needed. It is used by an estimated 14 million people a year. (I am one of them.) If you’re familiar with MedLine or PubMed for health care studies, this is the equivalent for the field of education.
This critical online library catalog is supposed to continue operating under a five-year contract that runs through 2028. Initially, ERIC was spared from the department’s mass contract cancellations in February. But according to Erin Pollard Young, the sole Education Department employee who managed ERIC until her job was eliminated in March, the Department of Government Efficiency or DOGE has since refused to approve disbursement of money that has already been authorized by Congress for the upcoming year.
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ERIC is scheduled to run out of money on April 23. After that date, no new documents can be added. “The contract, from my understanding, would die,” Pollard Young said in an interview.
“After 60 years of gathering hard to find education literature and sharing it broadly, the website could stop being updated,” Pollard Young posted on LinkedIn. “Yes, the data are backed up in so many places, and the website will likely remain up for a while. But without constant curation and updating, so much information will be lost.”
Parents, teachers, researchers and education policymakers are all affected. “Defunding ERIC would limit public access to critical education research, hindering evidence-based practices and informed policy decisions vital for the advancement of American education,” emailed Gladys Cruz, a superintendent of a school district called Questar III BOCES outside of Albany, New York, and a past president of the AASA, The School Superintendents Association.
Proposal to halve the cost
Pollard Young said that before she left the Education Department, she was frantically working to comply with a DOGE demand to slash ERIC’s annual budget by half, from $5.5 million to $2.25 million. The cuts were painful. She would have to cut 45 percent of the journals added to the database each year.The public help desk would be eliminated. And Pollard Young had agreed to personally take on the extra task of directly communicating with 1,500 publishers, something that had been handled by AEM Education Services, a vendor that collects, analyzes and manages data for the government.
These proposed cuts did not satisfy DOGE. Pollard Young said she received an email reply in all caps, “THIS IS NOT APPROVED,” with a request for more information. Pollard Young submitted the additional information but never received a response. She lost access to her work email about a week later on March 11, the day that Pollard Young and more than 1,300 other Education Department employees lost their jobs in a mass firing.
Pollard Young was the only Education Department employee who was involved with ERIC on a daily basis. She oversaw a team of 30 contractors at AEM Education Services, which did most of the work. Adding documents to the digital library involves many steps, from determining their importance to cataloging and indexing them. It is the metadata, or descriptive tags, that AEM inserts behind the scenes that allows documents on ERIC to be discoverable and rise to the top on Google searches. But the public can also search directly on the ERIC website.
“Fun fact,” Paige Kowalski, executive vice president of the Data Quality Campaign, an organization that advocates for data-driven decision making in schools, posted on LinkedIn. “Over the 20 years that DQC has been around we’ve had some poorly designed websites with atrocious search functions. I often couldn’t find resources I wrote! But could always find them on ERIC. Huge resource.”
The bulk of the collection consists of academic journal articles. Many are full text PDFs that would otherwise be inaccessible behind paywalls. ERIC also contains books, federal, state and local government reports and doctoral dissertations.
Gray literature
One of its gems is the large amount of “gray literature,” which Pollard Young described as unpublished studies from private research organizations and school district reports that are not cataloged in EBSCO, a private database of academic documents. That’s another reason that Google and AI cannot simply replace this curated ERIC collection. “In education so much research is produced outside of journals,” said Pollard Young. “Big, important RCTs [randomized controlled trials] are in white papers,” or special reports.
In response to specific questions about the future of ERIC, the Education Department responded more broadly about the need to restructure the Institute of Education Sciences (IES), where ERIC is managed. “Despite spending hundreds of millions in taxpayer funds annually, IES has failed to effectively fulfill its mandate to identify best practices and new approaches that improve educational outcomes and close achievement gaps for students,” said Madi Biedermann, deputy assistant secretary for communications, in an emailed statement. “The Department is actively evaluating how to restructure IES with input from existing leadership and expert stakeholders so that the Institute provides states with more useful data to improve student outcomes while maintaining rigorous scientific integrity and cost effectiveness.”
It is still possible that DOGE will approve the reduced budget proposal this week before the money runs out. But there will be no one at the Education Department to oversee it or communicate with publishers. “Best case scenario, ERIC operates at half of its budget,” Pollard Young posted on LinkedIn.
Like other Education Department employees who were fired in March, Pollard Young is on administrative leave until June. But she said she is willing to risk potential retaliation from the administration and speak on the record about the threat to ERIC, which she had managed for more than a dozen years.
“I am aware of what some of the consequences are,” said Pollard Young. “But to me, it is important for the field to know that I am doing everything in my power to save ERIC and also for the country to understand what is happening. As I’m talking to people across the country, it is clear that they don’t fully understand what is happening in D.C. Hopefully we can put some pressure on it so we can keep the funding or bring it back.”
This story about ERIC was written by Jill Barshay and produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. Sign up for Proof Points and other Hechinger newsletters.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
The Supreme Court over the next two weeks will hear two cases that have the potential to erode the separation of church and state and create a seismic shift in public education.
Mahmoud v. Taylor, which goes before the court on April 22, pits Muslim, Roman Catholic and Ukrainian Orthodox families, as well as those of other faiths, against the Montgomery County school system in Maryland. The parents argue that the school system violated their First Amendment right of free exercise of religion by refusing to let them opt their children out of lessons using LGBTQ+ books. The content of the books, the parents say, goes against their religious beliefs.
Oklahoma Statewide Charter School Board v. Drummond, which will be argued on April 30, addresses whether the St. Isidore of Seville Virtual Charter School should be allowed to exist as a public charter school in Oklahoma. The Archdiocese of Oklahoma City and the Diocese of Tulsa had won approval for the charter school from the state charter board despite acknowledging that St. Isidore would participate “in the evangelizing mission of the Church.”
The state’s attorney general, Gentner Drummond, later overruled the approval, saying the school could not be a charter because charter schools must be public and nonsectarian. The petitioners sued and ultimately appealed to the Supreme Court, claiming Drummond violated the First Amendment’s free exercise clause by prohibiting a religious entity from participating in a public program.
Teachers unions, parents groups and organizations advocating for the separation of church and state have said that rulings in favor of the plaintiffs could open the door for all types of religious programs to become part of public schooling and give parents veto rights on what is taught. In the most extreme scenario, they say, the rulings could lead to the dismantling of public education and essentially allow public schools to be Sunday schools.
At issue in both cases is the question of whether the First Amendment rights of parents and religious institutions to the free exercise of religion can supersede the other part of the amendment, the establishment clause, which calls for the separation of church and state.
“I think a chill wind is blowing, and public education as we know it is in extreme jeopardy of becoming religious education and ceasing to exist,” said Rachel Laser, president of Americans United for Separation of Church and State, an advocacy organization that has filed an amicus brief in the St. Isidore case. “The whole idea is to have churches take control of education for American children. It’s about money and power.”
For some conservative lawmakers, evangelical Christian groups and law firms lobbying for more religiosity in the public square, decisions in the petitioners’ favor would mean religious parents get what they have long been owed — the option of sending their children to publicly funded religious schools and the right to opt out of instruction that clashes with their religious beliefs.
“If we win this case, it opens up school choice across the country,” said Mathew Staver, founder of Liberty Counsel, an Orlando, Florida-based conservative Christian legal firm that has filed a brief supporting the petitioners in both cases. “I see school choice as a reaction to the failed system in the public schools, which is failing both in academia but also failing in the sense they are pushing ideology that undermines the parents and their relationship with their children.”
By taking the cases, the Supreme Court once again inserts itself in ongoing culture wars in the nation, which have been elevated by presidential orders threatening to take away funding if schools push diversity, equity and inclusion initiatives and state laws banning teaching on various controversial subjects. Legal scholars predict that the Supreme Court will lean toward allowing St. Isidore and the opt-outs for parents because of how the justices ruled inthreecases between 2017 and 2022. In each case, the justices decided that states could not discriminate against giving funds or resources to a program because it was religious.
Of the two cases, St. Isidore likely could have the greatest impact because it is attempting to change the very definition of a public school, say opponents of the school’s bid for charter status. Since charter schools first started in the 1990s, they have been defined as public and nonsectarian in each of the 46 state statutes allowing them, according to officials at the National Alliance for Public Charter Schools. Today,charter schools operate in 44 states, Guam, Puerto Rico and Washington, D.C., andserve roughly 7.6 percent of all public school students.
“It would be a huge sea change if the court were to hold they were private entities and not public schools bound by the U.S. Constitution’s establishment clause,” said Rob Reed, the alliance’s vice president of legal affairs.
A victory for St. Isidore could lead to religious-based programs seeping into several aspects of public schooling, said Steven Green, a professor of both law and history and religious studies at Willamette University in Salem, Oregon.
“The ramification is that every single time a school district does some kind of contracting for any kind of service or curricular issues, you’re going to find religious providers who will make the claim, ‘You have to give me an opportunity, too,’” Green said.
St. Isidore’s appeal to the Supreme Court is part of an increasing push by the religious right to use public funds for religious education, said Josh Cowen, a professor of education policy at Michigan State University and author of a 2024 book on school vouchers. Because of previous court decisions, several voucher programs across the country already allow parents to use public money to send their children to religious schools, he said.
“What’s going to happen if the court says a public school can be run by a religious provider?” Cowen asked. “It almost turns 180 degrees the rule that voucher systems play by right now. Right now, they’re just taking a check. They’re not public entities.”
The effect of a St. Isidore victory could be devastating, he added. “It would be one more slippery slope to really kicking down the wall between church and state,” Cowen said.
Jim Campbell, chief legal counsel for Alliance Defending Freedom, which is representing St. Isidore’s bid to become a charter, discounted the idea that a St. Isidore win would fundamentally change public schools. Like Staver, he views St. Isidore as simply providing another parental option. “We’re not asking the state to run a religious school,” Campbell said. “These are private entities that run the schools. This is a private organization participating in a publicly funded program.”
Opponents of religious charter schools question whether St. Isidore would have to play by the same rules as public schools.
“How are they going to handle it when there’s a teacher who has a lifestyle that doesn’t align with Catholic school teaching? They’re talking out of both sides of the mouth,” said Erika Wright, an Oklahoma parent and plaintiff in a lawsuit protesting a Bible in the classroom mandate by Oklahoma’s state superintendent of instruction. She also joined an amicus brief against St. Isidore’s formation.
“As a taxpayer, I should not be forced to fund religious instruction, whether it’s through a religious charter school or a Bible mandate,” Wright said. “I shouldn’t be forced to fund religious indoctrination that doesn’t align with my family’s personal beliefs.”
Notably, in the Montgomery County parents’ case going before the court, parents use similar reasoning to support their right to opt out of instruction. “A school ‘burdens’ parents’ religious beliefs when it forces their children to undergo classroom instruction about gender and sexuality at odds with their religious convictions,” the parents’ brief said.
The school district in 2022 adopted several books with LGBTQ+ themes and characters as part of the elementary language arts curriculum. Initially, families were allowed to opt out. But then the school system reversed its policy, saying too many students were absent during the lessons and keeping track of the opt-outs was too cumbersome. The reversal led to the lawsuit.
Historically, school districts have given limited opt-outs to parents who, for example, do not want their child to read a particular book, but the Montgomery County parents’ request is broader, said Charles C. Haynes, a First Amendment expert and senior fellow for religious liberty at the Freedom Forum in Washington, D.C. The parents are asking to exclude their children from significant parts of the curriculum for religious reasons.
“If the court sides with the parents, I think the next day, you’re going to have parents across the country saying, ‘I want my kids to opt out of all the references to fill-in-the-blank.’ … It would change the dynamic between public schools and parents overnight,” Haynes said.
Sarah Brannen, author of “Uncle Bobby’s Wedding,” one of the LGBTQ+ books Montgomery County schools adopted, sees major logistical issues if the school system loses. “Allowing parents to interfere in the minutia of the curriculum would make their already difficult jobs impossible,” she said.
Colten Stanberry, a lawyer with the Becket Fund for Religious Liberty representing the Montgomery County parents, disagreed. School systems manage to balance different student needs all the time, he said.
A triumph for the Montgomery County families and St. Isidore would cause much more than logistical issues, said Becky Pringle, president of the National Education Association. It could lead to a public education system where parents can pick a school based on religious beliefs or try to change a traditional public school’s curriculum by opting out of lessons in droves.
“For us to be a strong democracy, then we necessarily need to learn about all of us. To separate us flies in the face of why we were founded,” Pringle said.
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Concerns about the Trump administration’s plans for higher ed loom large in a new report by the Association of Governing Boards of Universities and Colleges, outlining the top public policy issues facing higher ed governing boards.
The report looked at emerging public policy challenges through six different lenses:
Accountability and regulation
Judicial outcomes
Political intrusion
Federal and state funding
Federal tax legislation
Intercollegiate athletics
According to the report, boards could confront a wide range of issues in the 2025–26 academic year, including federal research funding cuts impacting university budgets, uncertainties about the future of federal financial aid, possible changes to the accreditation system, federal interference into institutional governance and shifting immigration policies affecting international student admissions and faculty hiring. The report raises additional concerns about how possible changes to the federal tax code could affect colleges and universities and how boards should respond to federal policies currently facing court challenges.
The report also offers lists of questions for boards to consider through each lens, like how students might be affected if income-contingent loan repayment programs undergo significant changes or how to honor donors’ intent for scholarships, endowed positions or research projects that could conflict with state or federal anti-DEI laws.
“Governing boards have a critical role to play in ensuring that their institutions emerge stronger, more adaptable, and committed to their core educational values and must be prepared to confront policy shifts head-on,” Ross Mugler, AGB board chair and acting president and CEO, said in a press release. “This report provides the essential knowledge trustees need to make informed, strategic decisions that preserve institutional missions, ensure financial sustainability, and promote student success.”
BIRMINGHAM, Ala. — In a corner of Huffman High School, the sounds of popping nail guns and whirring table saws fill the architecture and construction classroom.
Down the hall, culinary students chop and saute in the school’s commercial kitchen, and in another room, cosmetology students snip mannequin hair to prepare for the state’s natural hair stylist license.
Starting this fall, Alabama high school students can choose to take these classes — or any other state-approved career and technical education courses — in place of upper level math and science, such as Algebra 2 or chemistry.
Alabama state law previously required students to take at least four years each of English, math, science and social studies to graduate from high school. The state is now calling that track the “Option A” diploma. The new “Option B” workforce diploma allows students to replace two math and two science classes with a sequence of three CTE courses of their choosing. The CTE courses do not have to be related to math or science, but they do have to be in the same career cluster. Already, more than 70 percent of Alabama high school students take at least one CTE class, according to the state’s Office of Career and Technical Education/Workforce Development.
The workforce diploma will give students more opportunities to get the kind of skills that can lead to jobs right after high school, legislators said. But there’s a cost: Many universities, including the state’s flagship University of Alabama, require at least three math credits for admission. The workforce diploma would make it more difficult for students on that track to get into those colleges.
The law passed in 2024 alongside a spate of bills aimed at boosting the state’s labor participation rate, which at 58 percent as of January remained below the national rate of 63 percent. Simply put, Alabama wants to get more of its residents working.
Alabama is giving high school students a new pathway to a high school diploma: fewer math and science classes in exchange for more career and technical education courses. Credit: Tamika Moore for The Hechinger Report
The new diploma option also comes at a time when public perception of college is souring: Only 36 percent of U.S. adults have a lot of confidence in higher education, according to a 2024 Gallup poll. Just 43 percent of Alabama high schoolers who graduated in 2023 enrolled in one of the state’s public colleges the following fall.
“The world of higher education is at a crossroads,” said Amy Lloyd, executive director of the education advocacy nonprofit All4Ed and former assistant secretary for the Office of Career, Technical, and Adult Education at the U.S. Department of Education. “Americans are questioning the value of the return on their investment: Is it worth my money? Is it worth my time?”
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One recent afternoon in Huffman High School’s architecture class, a few students in bright yellow safety vests were measuring a wall they had built. At the end of the semester, the project will culminate in a tiny home.
Lucas Giles, a senior, started taking architecture his sophomore year as a way to “be able to fix things around the home without having to call other people,” he said. The new workforce diploma option won’t apply to him since he’s graduating this year, but he said he likely would have opted for it to fit more architecture classes into his schedule — that is, until he learned it would make it harder for him to attend college and study engineering.
“I wouldn’t have the credits,” Giles realized.
Students who earn a workforce diploma and end up wanting to go to college after all can enroll in community colleges, or aim for state colleges that have less stringent admissions requirements, said Alabama education chief Eric Mackey. The key to the new diploma will be ensuring school counselors are properly advising students, he added.
“That’s where the counselor comes in and says, ‘If you want to be a nurse, then yes, you need the practical stuff at the career tech center — taking blood pressure and trauma support — but you also need to be taking biology, physiology, chemistry and all those things, too,’” Mackey said.
Because the diploma only makes sense for a specific subset of students — those who do not plan to go to a four-year college that requires more math or science and who cannot otherwise fit CTE classes in their schedule — counselors have a huge role to play in guiding students. As of 2023, there were 405 students for every counselor in Alabama’s public schools, well over the recommended ratio of 250 to 1.
Mackey said the state added career coaches in recent years to ease the counseling workload, but in many districts there is just a single coach, who rotates among schools.
Samantha Williams, executive director of the nonprofit Birmingham Promise, fears the workforce diploma may shut off students’ options too early. Birmingham Promise helps students in Birmingham City Schools pay college tuition and connects them to internship opportunities while in high school.
“Do you really think that all of our school districts are preparing students to know what they want to do” by the time they’re in high school, Williams asked.
Williams also worries that lower-performing students might be steered to this diploma option in order to boost their schools’ rankings.
Students who opt for the workforce diploma will not have their ACT test scores included in their schools’ public reports. Legislators decided that schools should not have to report standardized test scores for students who did not have to take the requisite math and science classes.
“The concern a lot of people voiced was ‘Hey, isn’t everyone just going to place the kids who are underperforming in the workforce diploma so their ACT scores don’t bring down the whole?’” Williams said. “There’s a strong perverse incentive for people to do that.”
Speaking to the state’s Board of Education last fall, Mackey warned the “furor of the state superintendent will come down on” anyone who tries to redirect students toward the workforce diploma because of low ACT scores.
At Headland High School in rural Henry County, Alabama, every student takes at least one CTE course, according to Principal Brent Maloy. The most popular classes, he said, are financial management and family consumer science.
“We don’t force them in — everybody registers themselves, they pick their own classes,” Maloy said. “But there’s just about a zero percent chance that a kid’s not going to have a career tech class when they graduate.”
The school has hosted information sessions for parents and students about the new diploma option ahead of next school year. In a poll of rising juniors and seniors, 20 percent said they would like to pursue a workforce diploma, and another 30 percent said they might be interested. Maloy is anticipating about 25 percent of students will actually opt in to the pathway.
Most graduates of Headland enroll in a two-year school after graduation anyway, Maloy said, and the workforce diploma won’t hinder that. But the high school has only one counselor for its 450 students, and making sure students fully understand this diploma pathway — and its limitations — is likely to add pressure and extra responsibilities on counselors with heavy workloads.
Students hold up the wall of a tiny home they’re building in a career and tech architecture class at Huffman High School in Birmingham, Alabama. Credit: Ariel Gilreath/The Hechinger Report
“There’s so much pressure on our secondary counselors already just to make sure that all of the boxes are checked before graduation. It’s going to put an extra box for them to check,” Maloy said.
Ultimately, state businesses and industries want this change, said Mackey, who started his career as a middle and high school science teacher.
“They were saying, ‘We really need students with skills over, say, calculus,’” Mackey said. “That doesn’t mean some students don’t need calculus — we want to still offer those higher math courses and higher science courses.”
But, reflecting on his own experience as a high school science teacher, “I can tell you that every student doesn’t need high school chemistry,” Mackey said.
The chamber of commerce in Mobile, Alabama, is one group that advocated for the workforce diploma. Career tech classes are a good way for students to better learn what they want to do before graduating high school, and they are also an avenue for students to get skills in high wage industries prevalent in Alabama, said Kellie Snodgrass, vice president of workforce development at the Mobile Chamber.
Less than half of high school graduates in the region end up enrolling in college after graduation, Snodgrass said, and only 20 percent of high-wage jobs in Mobile require a college degree. A large chunk of jobs in the state, and in Mobile in particular, are in manufacturing.
“It’s terrible when a student goes away to college and comes back and can’t find a job, when we have thousands of open jobs here,” Snodgrass said.
In an emailed statement, Trevor Sutton, the vice president of economic development at the Birmingham Business Alliance, said the diploma option was a “win for the state of Alabama” that would allow students a chance to learn both “hard and soft skills like communication and time management.”
At least 11 states have embraced policies that give students flexibility to use career tech courses for core academic credits, according to a review from the Education Commission of the States.
Like Alabama, Indiana also made changes to its diploma requirements in 2024. After more than a year of public debate, the state created three graduation pathways that are meant to lead to college admissions, the workforce, or enlistment in the military. Those changes will be effective for students in the class of 2029, or current eighth graders.
Having industry buy-in on career tech programs is important, said Lloyd with All4Ed, because most students will need either an industry or post-secondary credential to land a job with a comfortable wage.
“The reality is a high school diploma is not enough in today’s labor market to have a guaranteed ticket to the middle class,” Lloyd said.
The problem, Lloyd said, is most K-12 industry credentials have little use to employers. Only 18 percent of CTE credentials earned by K-12 students in the U.S. were in demand by employers, according to a 2020 report from the Burning Glass Institute.
The key in Alabama will be ensuring students are going into career pathways that line up with job demand, Snodgrass said. Out of the more than 33,000 CTE credentials Alabama high school students earned in 2023, only 2 percent were in manufacturing, which is one of the state’s highest need areas.
Still, attitudes toward high school CTE courses — once largely thought of as classes for students who struggled academically — have improved significantly over the years. And many schools offer CTE programs like aerospace, robotics or conservation that could help students get into high-demand undergraduate programs at universities.
“We’re increasingly blurring the lines between what has been historically siloed in people’s minds in terms of career education versus academic education,” Lloyd said. “Those are very often one and the same.”
This story about Alabama high school requirements was produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. Sign up for the Hechinger newsletter
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
NEW HAVEN, Conn. — Bright morning sun is streaming through her home’s windows as Sandra Dill reads a picture book about penguins to a room full of busy toddlers. While listening, the kids blow kisses, plop in a visitor’s lap, then get up to slide down a small slide.
Dill has been running a family child care business from her home for 15 years, and every one of her 13 grandchildren has spent time here — currently it’s 20-month-old Nathaniel, who has a puff of curly hair and a gooey grin.
“My older ones started to call it ‘grandma school,’” she said. Another one of her granddaughters, now a teenager, is returning this summer to help out.
Four of Dill’s eight available slots are funded through Head Start. This is the federal-to-local program that funds child care and other support for the poorest families in America. (Regular Head Start serves children 3 to 5 years old; Early Head Start is for those under 3.) The program — which began right here in New Haven, Connecticut — is celebrating its 60th anniversary this year.
It’s also never been so at risk: First a federal funding freeze hit providers, then a chunk of Head Start federal support staff were fired by the Department of Government Efficiency. On March 27, the Department of Health and Human Services announced it was cutting a further 10,000 jobs, and reorganizing the Administration for Children and Families, which administers Head Start. As of April 1, Head Start employees in five of the program’s 10 regions — Boston, New York, Chicago, San Francisco and Seattle — had reportedly been laid off, according to a LinkedIn post that day from Katie Hamm, a former official with the federal Administration for Children and Families. Hamm said there does not appear to be a transition plan laying out how Head Start programs in those regions will receive funding and support. Project 2025, the conservative policy handbook organized by the Heritage Foundation, which the Trump administration has been following closely, calls for eliminating Head Start altogether.
“I think it’s terrible,” Dill said. “I just can’t imagine. It’s already not enough, and if this happens, it’s going to affect a lot of families that are already struggling.”
Ed Zigler, the “father of Head Start,” was the son of immigrants from Poland. His father was a peddler and his mother plucked chickens to make a little money, according to Walter Gilliam, executive director of the University of Nebraska’s Buffett Early Childhood Institute, who counted Zigler as his closest mentor.
When Zigler was a child, his family made its way to a settlement house in Kansas City, Missouri; these community-based charities offered a two-generation approach, caring for and educating children while also teaching English and job skills to parents and connecting families with medical care and housing help.
“That made a huge impact on his and his family’s life,” Gilliam said.
Related: Young children have unique needs and providing the right care can be a challenge. Our free early childhood education newsletter tracks the issues.
As a young psychology professor at Yale, Zigler was hired as an advisor to President Lyndon Johnson to help design family programs for the federal War on Poverty. In creating Head Start, he turned to the same two-generation model he grew up with.
To date, Head Start has served nearly 40 million children. In fiscal year 2023, the Head Start program was funded to serve 778,420 children. The program has always been underfunded: In 2020 Head Start served barely 1 in 10 eligible infants and toddlers and only half of eligible preschoolers. It’s limited to families making under the federal poverty level, which is just $31,200 for a family of four.
The sand table at Dill’s child care is an opportunity to explore shapes, colors and textures. Credit: Anya Kamenetz for The Hechinger Report
Still, for many of the families who do manage to make it through the doors, the program is life-changing.
“Head Start is in every community in America,” said Cara Sklar, director of early & elementary education policy at the D.C.-based think tank New America. “It’s the original two-generation program, with wraparound support for kids. It’s really held up as a model of quality in early learning.”
The “wraparound support” for Dill’s Early Head Start families is funded by the United Way of Greater New Haven, and comes via a network for family child care educators called All Our Kin. The network helps mothers enroll in community college and apply for housing subsidies. Dill has had mothers who lived in their cars and one who was living with her mother “six to a room,” she said. She also does regular home visits with families to talk about children’s development and support parents in goals like potty training.
Thanks to Early Head Start, a nurse, a mental health consultant and a nutritionist all help Dill keep the kids healthy and safe. And the program also provides extra funds she can use to get back up and running if, for example, the furnace needs fixing.
But Head Start is now facing funding challenges that go far beyond a broken furnace. “The past month has been harrowing for child care providers,” said Carolina Reyes, director of Arco Iris Bilingual Children’s Center, a preschool in Laurel, Maryland, that is a Head Start partner, and also a member of the nationwide advocacy group MomsRising.
The first blow to Head Start in this administration was President Donald Trump’s January 27 executive order calling for a federal funding freeze. Since Head Start is a direct federal-to-local grant program, even temporary interruptions in funding can cause programs to close their doors.
“ Programs like mine operate on razor-thin margins,” said Reyes. “I don’t have any reserves to pull from if funding is delayed or slashed.”
While funding for most programs has resumed, Joel Ryan, the executive director of the Washington State Association of Head Start, said in a recent press conference that as late as the week of Feb. 17, one in four of his programs still had trouble accessing the Head Start payment website.
That same week of the 17th, almost 70 Head Start staffers were pink-slipped in the federal government’s sweep of “probationary” employees — about one-fifth of the program’s workforce. One laid-off employee, who didn’t want to give his name because he is still fighting his dismissal and fears reprisal, said he spent five years as a contractor before switching to full time this past summer, which accounted for his probationary status. He wore many hats at Head Start, doing data analytics, working with grant recipients and serving as a liaison for state partners.
“They say we’re bloated; we could have used two more full-time people,” he said.
The cuts, he feared, will lead to further delays in programs getting the payments they rely on, not to mention the oversight that keeps kids safe.
“I come from the private sector. I will find another job,” he said. “The issue isn’t us, it’s the children and the families. We’ve got all these people in poverty who are getting screwed over by what’s happening.”
A third blow came on February 25, when the House passed a budget resolution calling for $880 billion in cuts to discretionary spending programs over the next decade, with Medicaid the prime target, along with the federal Supplemental Nutrition Assistance Program. Head Start families overwhelmingly rely on these safety net programs. The White House’s gutting of the Department of Education also threatens many services for preschoolers, especially those in special education. (This process, which maps out the next fiscal year, is separate from the recent vote to fund the government until Sept. 30.)
“This is going from the precipice of disaster to decimating the system,” Sklar said. “All the parts that help families, from Head Start to child care to food to health care, are all being destabilized at once.”
Gilliam said that threats to eliminate Head Start are nothing new. After designing the program during the Johnson administration, Zigler was appointed to run it under the presidency of Richard Nixon. “Some folks told him that his job was to destroy, essentially, the program that he had created,” Gilliam said.
Head Start advocates said the program has been able to fight off political challenges in the past because it is widely distributed geographically and has bipartisan support.
“I agree that Project 2025 is a real threat to Head Start, as well as to other programs that we all care about,” said Ryan, with the Washington State Head Start association.
“But I will say this: We have great research. We have great data. We have a great track record. We have a lot of bipartisan support in Congress. And we have parent power.”
By coincidence, the week the House passed its budget resolution, a group of 150 Head Start parents were on Capitol Hill lobbying as part of a group called Start Early, and they met with many Republican senators.
Tommy Sheridan, the deputy director of the National Head Start Association, struck an almost defiantly optimistic tone after the visit to lawmakers: “We still believe and have seen indicators that this administration is supportive of Head Start. And Congress as well.”
NaMaree Cunningham and her twin sister turned two on the day of our visit. Credit: Anya Kamenetz for The Hechinger Report
Another potential bright spot is the growth of child care support and funding on the state level. Elizabeth Groginsky is New Mexico’s first cabinet secretary for the state’s new Early Childhood Education & Care Department, and she said the pandemic woke a lot of people up to the importance of early care and education.
“People began to understand the impact that child care has on children’s development, families’ ability to work, the overall economy,” Groginsky said.
Since 2020, New Mexico has gone through a major expansion in home visits, child care and preschool. Vermont has made similar moves, and New York and Connecticut are heading in that direction as well. Even the deep-red state of Kentucky has expanded access.
What all of these state-level programs have in common is that they are much more widely available to middle-class families, rather than tightly targeted to families in poverty, as Head Start still is. Historically, with programs like Medicare and Social Security, universal access has meant durable support.
Now those states are contemplating stepping in further if the federal government drops the ball.
“Because the state has made such an impressive commitment to child care, we’re potentially in a better spot than others,” said Janet McLaughlin, deputy commissioner for Vermont’s Department of Children and Families. And Groginsky, in New Mexico, said firmly, “The governor and the legislature — I don’t think we’ll let New Mexicans go without. They’ll find a way.”
Support for this reporting was provided by the Better Life Lab at New America.
This story about Head Start was produced by The Hechinger Report, a nonprofit, independent news organization focused on inequality and innovation in education. Sign up for the Hechinger newsletter.
The Hechinger Report provides in-depth, fact-based, unbiased reporting on education that is free to all readers. But that doesn’t mean it’s free to produce. Our work keeps educators and the public informed about pressing issues at schools and on campuses throughout the country. We tell the whole story, even when the details are inconvenient. Help us keep doing that.
Maraida Caraballo Martinez has been an educator in Puerto Rico for 28 years and the principal of the elementary school Escuela de la Communidad Jaime C. Rodriguez for the past seven. She never knows how much money her school in Yabucoa will receive from the government each year because it isn’t based on the number of children enrolled. One year she got $36,000; another year, it was $12,000.
But for the first time as an educator, Caraballo noticed a big difference during the Biden administration. Because of an infusion of federal dollars into the island’s education system, Caraballo received a $250,000 grant, an unprecedented amount of money. She used it to buy books and computers for the library, white boards and printers for classrooms, to beef up a robotics program and build a multipurpose sports court for her students. “It meant a huge difference for the school,” Caraballo said.
Yabucoa, a small town in southeast Puerto Rico, was one of the regions hardest hit by Hurricane Maria in 2017. And this school community, like hundreds of others in Puerto Rico, has experienced near constant disruption since then. A series of natural disasters, including hurricanes, earthquakes, floods and landslides, followed by the coronavirus pandemic in 2020, has pounded the island and interrupted learning. There has also been constant churn of local education secretaries — seven in the past eight years. The Puerto Rican education system — the seventh-largest school district in the United States — has been made more vulnerable by the island’s overwhelming debt, mass emigration and a crippled power grid.
Maraida Caraballo Martinez has been an educator in Puerto Rico for 28 years and is now the principal of an elementary school. Her school has been slated for closure three times because of mass emigration from the island. Credit: Kavitha Cardoza for The Hechinger Report
Under President Joe Biden, there were tentative gains, buttressed by billions of dollars and sustained personal attention from top federal education officials, many experts and educators on the island said. Now they worry that it will all be dismantled with the change in the White House. President Donald Trump has made no secret of his disdain for the U.S. territory, having reportedly said that it was “dirty and the people were poor.” During his first term, he withheld billions of dollars in federal aid after Hurricane Maria and has suggested selling the island or swapping it for Greenland.
A recent executive order to make English the official language has worried people on the island, where only 1 in 5 people speak fluent English, and Spanish is the medium of instruction in schools. Trump is seeking to eliminate the U.S. Department of Education and has already madesweeping cuts to the agency, which will have widespread implications across the island. Even if federal funds — which last year made up more than two thirds of funding for the Puerto Rican Department of Education, or PRDE — were transferred directly to the local government, it would likely lead to worse outcomes for the most vulnerable children, say educators and policymakers. The PRDE has historically been plagued by political interference, widespread bureaucracy and a lack of transparency.
And the local education department is not as technologically advanced as other state education departments, nor as able to disseminate best practices. For example, Puerto Rico does not have a “per pupil formula,” a calculation commonly used on the mainland to determine the amount of money each student receives for their education. Robert Mujica is the executive director of the Puerto Rico Financial Oversight and Management Board, first convened under President Barack Obama in 2016 to deal with the island’s financial morass. Mujica said Puerto Rico’s current allocation of education funds is opaque. “How the funds are distributed is perceived as a political process,” he said. “There’s no transparency and there’s no clarity.”
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In 2021, Miguel Cardona, Biden’s secretary of education, promised “a new day” for Puerto Rico. “For too long, Puerto Rico’s students and educators were abandoned,” he said. During his tenure, Cardona signed off on almost $6 billion in federal dollars for the island’s educational system, leading to a historic pay increase for teachers, funding for after-school tutoring programs, hiring of hundreds of school mental health professionals and the creation of a pilot program to decentralize the PRDE.
Cardona designated a senior adviser, Chris Soto, to be his point person for the island’s education system to underscore the federal commitment. During nearly four years in office, he made more than 50 trips to the island. Carlos Rodriguez Silvestre, the executive director of the Flamboyan Foundation, a nonprofit in Puerto Rico that has led children’s literacy efforts on the island, said the level of respect and sustained interest felt like a partnership, not a top-down mandate. “I’ve never seen that kind of attention to education in Puerto Rico,” he said. “Soto practically lived on the island.”
Soto also worked closely with Victor Manuel Bonilla Sánchez, the president of the teachers union, Asociación de Maestros de Puerto Rico, or AMPR, which resulted in a deal in which educators received $1,000 more a month to their base salary, a nearly 30 percent increase for the average teacher.“It was the largest salary increase in the history of teachers in Puerto Rico,” Bonilla said, though even with the increase, teachers here still make far less money than teachers on the mainland.
One of the biggest complaints Soto said he heard was how rigid and bureaucratic the Puerto Rico Department of Education was, despite a 2018 education reform law that allows for more local control. The education agency — the largest unit of government on the island, with the most employees and the biggest budget — was set up so that the central office had to sign off on everything. So Soto created and oversaw a pilot program in Ponce, a region on the island’s southern coast, focusing on decentralization.
For the first time, the local community elected an advisory board of education, and superintendent candidates had to apply rather than be appointed, Soto said. The superintendent was given the authority to sign off on budget requests directly rather than sending them through officials in San Juan, as well as the flexibility to spend money in his region based on individual schools’ needs.
In the past, that wasn’t a consideration: For example, Yadira Sanchez, a psychologist who has worked in Puerto Rican education for more than 20 years, remembers when a school got dozens of new air conditioners even though it didn’t need it. “They already had functioning air conditioners,” she said, “so that money was lost.”
The pilot project also focused on increasing efficiency. For example, children with disabilities are now evaluated at their schools rather than having to visit a special center. And Soto says he tried to remove politics and increase transparency around spending in the PRDE as well. “You can improve invoices, but if your political friends are getting the work, then you don’t have a good school system,” he said.
A school bus under a tree that fell during Hurricane Maria, which hit the island of Puerto Rico in September 2017. More than a year later, it had not been removed. Credit: Al Bello/Getty Images for Lumix
Under Biden, Puerto Rico also received a competitive U.S. Department of Education grant for $10.5 million for community schools, another milestone. And the federal department started including data on the territory in some education statistics collected. “Puerto Rico wasn’t even on these trackers, so we started to dig into how do we improve the data systems? Unraveling the data issue meant that Puerto Rico can properly get recognized,” Soto said.
But already there are plans to undo Cardona’s signature effort in Ponce. The island’s newly elected governor, Jenniffer González Colón, is a Republican and a Trump supporter. The popular secretary of education, Eliezer Ramos Parés, returned earlier this year to head the department after leading it from April 2021 to July 2023 when the governor unexpectedly asked him to resign — not an unusual occurrence within the island’s government, where political appointments can end suddenly and with little public debate. He told The Hechinger Report that the program won’t continue in its current form, calling it “inefficient.”
“The pilot isn’t really effective,” he said, noting that politics can influence spending decisions not only at the central level but at the regional level as well. “We want to have some controls.” He also said expanding the effort across the island would cost tens of millions of dollars. Instead, Ramos said he was looking at more limited approaches to decentralization, around some human resource and procurement functions. He said he was also exploring a per pupil funding formula for Puerto Rico and looking at lessons from other large school districts such as New York City and Hawaii.
While education has been the largest budget item on the island for years, it’s still far less than any of the 50 states spend on each student. Puerto Rico spends $9,500 per student, compared with an average of $18,600 in the states.
The U.S. Department of Education, which supplements local and state funding for students in poverty and with disabilities, has an outsized role in Puerto Rico schools. On the island, 55 percent of children live below the poverty line, compared with 17 percent in the 50 states; for students in special education, the figures are 35 percent and 15 percent, respectively. In total, during fiscal year 2024, more than 68 percent of the education budget on the island comes from federal funding, compared to 11 percent in U.S. states. The department also administers Pell Grants for low-income students — some 72 percent of Puerto Rican students apply — and supports professional development efforts and initiatives for Puerto Rican children who move back and forth between the mainland and territory.
Linda McMahon, Trump’s new education secretary, has reportedly said that the government will continue to meet its “statutory obligations” to students even as the department shuts down or transfers some operations and lays off staff. The U.S. Department of Education did not respond to requests for comment.
Some say the Biden administration’s pouring billions of dollars into a troubled education system with little accountability has created unrealistic expectations and there’s no plan for what happens after money is spent. Mujica, the executive director of the oversight board, said the infusion of funds postponed tough decisions by the Puerto Rican government. “When you have so much money, it papers over a lot of problems. You didn’t have to deal with some of the challenges that are fundamental to the system.” And he said there is little discussion of what happens when that money runs out. “How are you going to bridge that gap? Either those programs go away or we’re going to have to find the funding for them,” Mujica said.
He said efforts like the one in Ponce to bring decision making closer to where the students’ needs are is “vitally important.” Still, he said he’s not sure the money improved student outcomes. “This was a huge opportunity to make fundamental changes and investments that will yield long-term results. I’m not sure that we’ve seen the metrics to support that.”
Puerto Rico is one of the most educationally impoverished regions, with academic outcomes well below the mainland. On the math portion of the National Assessment of Educational Progress, or NAEP, a test that students across the U.S. take, just 2 percent of fourth graders in Puerto Rico were proficient, the highest score ever recorded for the island, and zero percent of eighth graders were. Puerto Rican students don’t take the NAEP for reading because they learn in Spanish, not English, though results shared by Ramos at a press conference in 2022 showed only 1 percent of third graders were reading at grade level.
There are some encouraging efforts. Flamboyan Foundation, the nonprofit in Puerto Rico, has been leading an island-wide coalition of 70 partners to improve K-3 literacy, including through professional development. Teacher training through the territory’s education department has often been spotty or optional.
The organization now works closely with the University of Puerto Rico and, as part of that effort, oversees spending of $3 million in literacy training. Approximately 1,500 or a third of Puerto Rico’s K-5 teachers have undergone the rigorous training. Educators were given $500 as an incentive for participating, along with books for their classrooms and three credit hours in continuing education. “It was a lot of quality hours. This was not the ‘spray and pray’ approach,” said Silvestre. That effort will continue, according to Ramos, who called it “very effective.”
A new reading test for first through third graders the nonprofit helped design showed that between the 2023 and 2024 school years, most children were below grade level but made growth in every grade. “But we still have a long way to go so that this data can get to teachers in a timely manner and in a way that they can actually act on it,” Silvestre said.
Kristin Ehrgood, Flamboyan Foundation’s CEO, said it’s too soon to see dramatic gains. “It’s really hard to see a ton of positive outcomes in such a short period of time with significant distrust that has been built over years,” she said. She said they weren’t sure how the Trump administration may work with or fund Puerto Rico’s education system but that the Biden administration had built a lot of goodwill. “There is a lot of opportunity that could be built on, if a new administration chooses to do that.”
Another hopeful sign is that the oversight board, which was widely protested when it was formed, has cut the island’s debt from $73 billion to $31 billion. And last year board members increased education spending by 3 percent. Mujica said the board is focused on making sure that any investment translates into improved outcomes for students: “Our view is resources have to go into the classroom.”
Betty A. Rosa, education commissioner and president of the University of the State of New York and a member of the oversight board, said leadership churn in Puerto Rico drives its educational instability. Every new leader is invested in “rebuilding, restructuring, reimagining, pick your word,” she said. “There is no consistency.” Unlike her New York state position, the Puerto Rican education secretary and other positions are political appointments. “If you have permanent governance, then even when the leadership changes, the work continues.”
Ramos, who experienced this instability when the previous governor unexpectedly asked to resign in 2023, said he met McMahon, the new U.S. secretary of education, in Washington, D.C., and that they had a “pleasant conversation.” “She knows about Puerto Rico, she’s concerned about Puerto Rico, and she demonstrated full support in the Puerto Rico mission,” he said. He said McMahon wanted PRDE to offer more bilingual classes, to expose more students to English. Whether there will be changes in funding or anything else remains to be seen. “We have to look at what happens in the next few weeks and months and how that vision and policy could affect Puerto Rico,” Ramos said.
Ramos was well-liked by educators during his first stint as education secretary. He will also have a lot of decisions to make, including whether to expand public charter schools and close down traditional public schools as the island’s public school enrollment continues to decline precipitously. In the past, both those issues led to fierce and widespread protests.
Soto says he’s realistic about the incoming administration having “different views, both ideologically and policywise,” but he’s hopeful the people of Puerto Rico won’t want to go back to the old way of doing things. “Somebody said, ‘You guys took the genie out of the bottle and it’s going to be hard to put that back’ as it relates to a student-centered school system,” Soto said.
Cardona, whose grandparents are from the island, said Puerto Rico had seen “academic flatlining” for years. “We cannot accept that the students are performing less than we know they are capable of,” he told The Hechinger Report, just before he signed off as the nation’s top education official. “We started change; it needs to continue.”
Principal Carabello’s small school of 150 students and 14 teachers has been slated for closure three times already, though each time it has been spared in part because of community support. She’s hopeful that Ramos, with whom she’s worked previously, will turn things around. “He knows the education system,” she said. “He’s a brilliant person, open to listen.”
Escuela de la Communidad Jaime C. Rodriguez is a Montessori school in Yabucoa, Puerto Rico, that did not have any sports facilities for its students. It recently began work on a multipurpose sports center, made possible by federal funds under former President Joe Biden. Credit: Kavitha Cardoza for The Hechinger Report
But the long hours of the past several years have taken a toll on her. She is routinely in school from 6:30 a.m. to 6:30 p.m. “You come in when it’s dark and you leave when it’s dark,” she said. There have been many new platforms to learn and new projects to implement. She wants to retire but can’t afford to. After decades of the local government underfunding the pension system, allowances that offset the high price of goods and services on the island were cut and pension plans were frozen.
Now instead of retiring with 75 percent of her salary, Carabello will receive only 50 percent, $2,195 a month. She is entitled to Social Security benefits, but it isn’t enough to make up for the lost pension. “Who can live with $2,000 in one month? Nobody. It’s too hard. And my house still needs 12 years more to pay.”
Carabello, who is always so strong and so optimistic around her students, teared up. But it’s rare that she allows herself time to think about herself. “I have a great community. I have great teachers and I feel happy with what I do,” she said.
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Are you an administrator or marketer at a small private school? If so, you likely face unique challenges in growing your school community. Unlike large institutions with extensive resources, your budget may be more limited, and your brand may not have the same level of recognition. Yet, your school likely offers something invaluable: a personalized, high-quality educational experience that deserves greater visibility. Your marketing strategy should spotlight the unique selling points that differentiate your private school from other institutions.
How do you market a small private school? Traditional outbound marketing methods, such as print ads and direct mail, are costly and less effective in today’s digital market. Instead, try inbound marketing, a group of strategies that offer a cost-efficient and impactful way to attract, engage, and retain families interested in your school. Keep reading to explore ten effective private school marketing ideas that will grow your community.
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What Is Inbound Marketing and Why Is It Ideal for Private Schools Like Yours?
Inbound marketing is a strategy that focuses on attracting prospective families to your school through valuable content, SEO, social media engagement, and other digital efforts. Instead of pushing advertisements onto audiences who may not be interested, inbound marketing creates meaningful connections with families actively looking for the right educational institution.
If you’re wondering how to market a new private school using inbound strategies, remember that the key is to build trust and provide the right information at the right time. Parents today research extensively before choosing a school for their children. Though many outbound strategies remain relevant today, namely to increase visibility, offer useful content, address concerns, and showcase your school’s strengths. Inbound marketing can position your institution as the best choice. Now, let’s explore specific ways that you can grow your private school community.
Source: HEM
10 Proven Inbound Marketing Strategies for Private Schools
Incorporating these tactics into your marketing strategy can reach your target audience, create relationships by providing value, and incite desired action. An effective private school marketing campaign combines several, if not all, of the techniques discussed below. If any are missing from your current plan, now’s the time to start implementing them!
1. Create a High-Quality, SEO-Optimized Website
Your website is the foundation of your school marketing strategy. It must be visually appealing, easy to navigate, and optimized for search engines. Parents should find essential information, such as tuition, curriculum, testimonials, and admissions requirements quickly and effortlessly. A well-structured website should include dedicated pages for admissions, academic programs, extracurricular activities, and student life.
Ensuring mobile responsiveness and fast load speeds will improve user experience and increase engagement. Incorporating multilingual and culturally adapted content can expand your reach, particularly if you’re targeting international students. Regularly updating your website with blog posts, news, and event details ensures prospective parents see a dynamic, engaged school community.
Example: Are you trying to expand your private school community beyond borders? If so, you’ll want to borrow this effective SEO technique from Crimson Global Academy. Below, you’ll see that they’ve tailored their site content to different countries and used subdirectories in their URLs.
Using sub-directories (/uk/, /ca/) signals to search engines that the content is tailored for a specific region. Google prioritizes localized content in search results, meaning parents and students searching for private schools in their home country are more likely to find your institution.
The benefits of this SEO strategy are far-reaching. They include broadened international reach, higher performance in multilingual searches, and higher click-through rates due to relevance.
Source: Crimson Global Academy
2. Develop Engaging Blog Content
A well-crafted blog is a valuable resource for current and prospective families, positioning your school as a thought leader in education. By publishing informative and engaging content, you can address parents’ most pressing concerns, showcase student success stories, and highlight what makes your school unique.
For example, you can write about how to help children transition to a new school successfully by offering expert advice and real-life experiences from parents and students. Another great topic is discussing the benefits of small class sizes and how they enhance student learning, highlighting the personalized attention and academic advantages your school provides.
You can also explore how your school’s curriculum prepares students for future success in higher education and beyond, showcasing testimonials from alumni who have excelled. Additionally, sharing success stories from students and faculty can illustrate the positive impact of your educational programs.
Finally, providing a step-by-step guide for parents navigating the private school admissions process can ease their concerns and position your school as a supportive and transparent institution. Consistently publishing high-quality blog posts improves search engine rankings, making your school more visible to families searching for private education options.
Example: The Great Lakes College of Toronto publishes blogs relevant to their prospects – students from all over the world interested in attending prestigious Canadian universities. With their target audience in mind, GLCT creates content that provides value. For example, learning tips for ESL learners, how to prepare for Canadian universities, and much more. Make sure your blog content aligns with your site visitors’ needs and provides valuable information.
Source: Great Lakes College of Toronto
3. Leverage Social Media Marketing
Social media platforms like Facebook, Instagram, and LinkedIn are powerful tools for building community and engagement. Your school can foster stronger connections with prospective and current families by posting student achievements, behind-the-scenes content, and faculty highlights.
Live Q&A sessions can address frequently asked questions about your school’s programs and admission process. Hosting interactive polls, student takeovers, and parent testimonials can increase engagement and trust.
Additionally, investing in paid social media advertising can expand your school’s reach to target families actively searching for private school options. Schools can also create private Facebook groups for prospective and current parents, providing a space for questions and engagement.
Example: This Instagram post from CLS West Covina highlights the strength of the school community. In addition to academic excellence, your private school should highlight other features of the student experience that contribute positively to learning, such as extracurricular activities, a nurturing environment, community involvement, global awareness, and more. Social media remains the perfect stage for your school’s unique selling points.
Source: CLS West Covina | Instagram
4. Implement a Lead Nurturing Email Campaign
Once a prospective family expresses interest, it’s essential to maintain communication through well-crafted email campaigns. Personalized drip campaigns can guide them through enrolling, providing timely information about your school, key deadlines, and success stories from current students.
Automated email sequences can include welcome emails, event reminders for open houses, and curriculum overviews. A segmented approach, where emails are tailored to different stages of the admission journey, can significantly improve conversion rates. Sending personalized content based on user interaction, such as downloadable brochures, testimonials, and exclusive invitations, keeps families engaged throughout the decision-making process.
5. Use Video Marketing to Showcase Your School’s Culture
Video content is one of the most effective ways to give prospective families an immersive experience of your school. Creating high-quality video tours, faculty introductions, and student testimonials can provide a dynamic look into daily life at your institution. Highlighting classroom environments, extracurricular activities, and real-world student experiences can create an emotional connection with families.
Short-form videos on platforms like Instagram Reels and TikTok can help boost engagement among younger audiences, while long-form content on YouTube and your website can provide in-depth insights. Hosting live virtual tours where prospective families can ask real-time questions enhances engagement.
6. Optimize Your Google My Business Profile
Many parents start their search for private schools on Google. A fully optimized Google My Business profile ensures your school appears in local search results with accurate contact details, reviews, and images. Encouraging satisfied parents to leave positive reviews can significantly enhance your school’s online reputation.
Regularly updating your profile with recent photos, upcoming events, and engaging posts can make your school stand out among competitors. Answering common parent inquiries directly on your profile, such as tuition costs and curriculum highlights, helps streamline decision-making. Additionally, responding promptly to positive and negative reviews demonstrates strong community engagement and builds trust with prospective families.
Example: This is what your private school looks like in search results when you optimize your Google My Business account. This essential feature provides an easily digestible snapshot of your institution, presents a professional image to web users, and makes it much easier for your target audience to find you.
Source: Groton School | Google
7. Host Virtual and In-Person Open Houses
In today’s digital landscape, virtual open houses offer a convenient way for parents to learn about your school from anywhere. In-person tours and interactive virtual sessions cater to a broader audience while answering common questions in real time.
A well-structured open house should include live presentations from school leaders, faculty members, and current students who can share their experiences. Offering breakout sessions for different grade levels or programs allows parents to focus on the most relevant aspects of your school.
Additionally, incorporating Q&A panels, video tours of classrooms and facilities, and even virtual meet-and-greet opportunities with teachers can help prospective families get a more personal feel for your school’s community. Recording these sessions and making them available on your website also ensures that families who couldn’t attend live still have access to the information.
Example: Queen Anne’s School makes it a priority to offer prospects a positive first impression through in-person “Open Morning” events and a virtual tour to showcase their beautiful campus. They also offer personal tours, group tours on site, taster days, and taster boarder experiences to accommodate every prospect’s preferences. Wow future students and their families by giving them a taste of your unique student life experience.
Source: Queen Anne’s School
8. Invest in Paid Digital Advertising
While organic traffic is essential, strategic paid advertising can help small private schools reach highly targeted audiences. Google Ads and Facebook Ads can be optimized to reach families searching for private school options in your area.
Displaying retargeting ads to parents who previously visited your website can help keep your school top-of-mind. Running A/B tests on ad creatives and messaging can improve ad performance and maximize return on investment.
9. Create Downloadable Resources to Capture LEADS
Providing valuable downloadable resources, like e-books, checklists, and guides, can encourage prospective families to share their contact information. For instance, a downloadable guide on “Choosing the Right Private School for Your Child” can position your institution as an industry expert while generating qualified leads. Interactive tools, such as school comparison charts and tuition calculators, can further engage visitors and increase conversion rates.
To maximize the effectiveness of downloadable resources, schools should ensure that these materials are highly relevant, visually appealing, and easy to understand. Including real-world examples, student success stories, or insights from school faculty can add credibility and value.
Additionally, placing lead capture forms strategically throughout the website, such as on admissions pages, blog posts, and program descriptions, can encourage more sign-ups. Schools can also create exclusive content for different stages of the enrollment journey, such as a “First-Time Parent’s Guide to Private School Admissions” or a “Step-by-Step Checklist for Enrollment Success,” providing tailored resources that guide families through the decision-making process. Regularly updating these materials ensures they remain relevant and aligned with current education trends.
10. Utilize Retargeting Strategies
Most parents don’t enroll immediately after visiting your website. Retargeting strategies, such as displaying ads to users who previously visited your site, can help keep your school top-of-mind. This ensures interested families receive gentle reminders to revisit your offerings and complete the application process. Email remarketing campaigns can also re-engage families who started but did not complete an application.
To enhance retargeting effectiveness, schools should segment their audience based on engagement levels, such as visitors who viewed tuition pages, downloaded an admissions guide, or attended a virtual open house. Personalized messaging, such as an email featuring student testimonials or a special enrollment incentive, can encourage hesitant families to take the next step.
Schools can also leverage dynamic display ads that adjust content based on a user’s previous website activity, like showing program-specific ads for those who viewed a particular course or highlighting upcoming admissions deadlines. Schools can effectively nurture leads and increase enrollment conversions using a multi-channel approach, combining retargeting ads with personalized email follow-ups.
Getting Professional Marketing Support Can Help Your Private School Grow
Navigating the complexities of digital marketing can be overwhelming, especially for small private schools with limited resources. That’s where expert guidance can make all the difference.
At Higher Education Marketing, we specialize in helping educational institutions maximize their online presence through customized inbound marketing strategies. Whether you need assistance with content creation, SEO, social media management, or lead nurturing, our team of education marketing experts ensures that your school effectively reaches its target audience.
With over 15 years of experience, we understand the nuances of school marketing ideas and tailor our solutions to your institution’s specific needs. Our digital marketing services include:
SEO Optimization
Paid Advertising Campaigns
Social Media Management
Website Development
Email Marketing Automation
Start Growing Your Private School Today
By embracing inbound marketing, your small private school can attract the right families, establish a strong online presence, and build a thriving school community. Whether you’re looking to optimize your digital strategy, refine your content marketing approach, or improve engagement through paid advertising, HEM is here to help.
The combination of a strong website, engaging blog content, an active social media presence, and targeted email marketing ensures that your school remains visible and competitive in the evolving field of education.
Struggling with enrollment?
Our expert digital marketing services can help you attract and enroll more students!
Frequently Asked Questions
Question: How do you market a small private school?
Answer: Traditional outbound marketing methods, such as print ads and direct mail, are costly and less effective in today’s digital market. Instead, try inbound marketing, a group of strategies that offer a cost-efficient and impactful way to attract, engage, and retain families interested in your school.
Question: How to market a new private school?
Answer: The key is to build trust and provide the right information at the right time. Parents today research extensively before choosing a school for their children. Though many outbound strategies remain relevant today, namely to increase visibility, offer useful content, address concerns, and showcase your school’s strengths. Inbound marketing can position your institution as the best choice.
