Ann Arbor school board discusses ways to raise revenue
Just before Gov. Rick Snyder began discussing the financial future of the state of Michigan, the Ann Arbor school board talked about ways to raise revenue outside of Lansing’s influence.
The discussion at today's meeting focused on developing ways to increase revenue in the coming years. Board members said it was time to start marketing the district to potential students to boost enrollment — the course of action seen as the most stable source of increased funding.
Trustee Susan Baskett said private and charter schools in the area promote their schools and have been successful in getting Ann Arbor students to attend. She said it’s time for the district to take a similar approach.
“We need to toot our own horns,” she said. “We can go after these students as well as any other schools out there.”
Board members also touched on other revenue-enhancing measures like business partnerships, grant funds and working with the Ann Arbor Public Schools Educational Foundation.
Trustee Christine Stead said the district will most likely be facing a structural deficit between $4 million and $6 million this year. Board members said they want to start raising revenues to cover the gaps in the budget instead of cutting items.
“We need to be a lot more creative to address the revenue side,” Stead said. “We’re not being creative enough to plug that gap.”
Trustee Andy Thomas said he preferred to look at ways to raise enrollment because the other ways to raise revenue that board members discussed weren't as sustainable. He said it was not only important to get new students to the district, but also to keep them in Ann Arbor.
“If you can capture students and keep them, that keeps away the issue of having to increase enrollment every year,” he said.
Thomas said the Mitchell/Scarlett-UM Partnership pilot program that is expected to begin next year could be a game-changer in attracting students. He said he thought it was possible the program could turn into a magnet school that would draw students from all over Ann Arbor.
Board members mentioned fliers they had seen from Greenhills School as one example of marketing the district could adopt.
Liz Margolis, director of communications for the district, said she doesn't have the budget to do advertisements like that — but if the district committed more money to advertising, she was ready to move forward.
“We have realities that we have to deal with, but we have to make decisions,” she said. “I have a pretty robust marketing plan ready to go that I think we could make inroads with.”
The board spent a considerable amount of time talking with Wendy Correll, executive director of the AAPSEF, about the atmosphere for private donations in the current economic climate.
Correll said the foundation raised more than $330,000 for the 2010-11 school year through its One Million Reasons Campaign, and all pledges for those funds have been fulfilled. She said the AAPSEF wouldn’t be able to fill the structural deficit with donations but could fund programs otherwise paid for by the general fund.
“We’re all working together to advance this idea and mission,” she said.
Correll emphasized customer service has to become a bigger part of the district's philosophy. She said simply being friendlier with parents and students can improve the image of the schools and attract more students and donations.
Board members said grants and business partnerships were good opportunities for additional funds, but wouldn’t be a sustainable way to keep the district operating in the black.
However, Trustee Simone Lightfoot said that shouldn’t be reason to not explore any grant opportunities.
“If there are grants out there that we can get for programs we’re already doing without changing any program, then we should be seeing what’s out there,” she said. “If there are things we’re already doing and money out there, and it won’t hinder administrative staff, we have to go for it.”
Kyle Feldscher covers K-12 education for AnnArbor.com. He can be reached at kylefeldscher@annarbor.com.
Comments
Joe
Sat, Jan 22, 2011 : 11:58 a.m.
I am a little late to the conversation but I would like to add that I agree with previous comments regarding the need to consolidate local school districts within Washtenaw County to save administrative overhead. I am satisfied with the education my children received/are receiving in the AAPS. I am very satisfied with the general quality of teachers and most pleased with the arts programs, especially music, available in the middle and high schools. I believe many of the complaints about the AAPS are the result of parents wishing for "a custom fit in an off-the-rack world" when it comes to our children's educational needs. My oldest child excelled in school, while my middle child had special needs. Meeting the educational needs of both required my wife and me, along with each child, to advocate on their behalf, AAPS staff has, in general, been responsive. My current concern relates to the lack of budget transparency among high school athletic departments and the equitable distribution of the pay-to-play funding. Each student is now required to annually pay $150 for the first sport and $75 for the second sport to participate in athletics in the Ann Arbor Public Schools. While I support the concept of pay-to-play, I am relatively certain that the income generated through pay-to-play is not distributed equitably among teams on a per student basis. I would like to know if I, as a parent of a cross country team member, supplement the basketball team. And if it is not distributed equitably, is that fair to me and my child? I would like this issue to be addressed by the AAPS Board of Education. I think it would be difficult to solicit grants and corporate sponsorships if clear inequalities existed within the school system. It seems to me that attempts to advertise and recruit out-of-district students is a waste of time and money, as proven by other surrounding districts.
David Briegel
Fri, Jan 21, 2011 : 10:07 p.m.
Since AAPS is unwilling to cut it's bloated bureaucracy they should Market that wonderful gang of geniuses to the lesser among us. I'm certain that there must be rural districts that would love to benefit from the expertise amassed here in River City!
limmy
Thu, Jan 20, 2011 : 8:15 p.m.
People go to Greenhills for personal attention. Period. No advertising needed.
local
Fri, Jan 21, 2011 : 1:17 a.m.
Not ALL people go to Greenhills, just those that can afford it. What does "personal attention" mean? I guess if I was paying that amount of money, I would want personal attention as well!
Tony Livingston
Thu, Jan 20, 2011 : 7:58 p.m.
AAPS has no idea what customer service even is. This district is filled with long time administrators who are arrogant, rude, and think they answer to no one. The teachers are not the problem. It is the administrators with the "my way or the highway" attitude. At the high school level, it is terrible. They know they have us and there are few alternatives. Everytime an administrator is condescending and nasty to a parent, they can assume that the parent will repeat the story to a few of her friends. People don't get their information from advertisements. They get it from what others are saying.
aamom
Thu, Jan 20, 2011 : 7:16 p.m.
I totally agree with Beth that AAPS has to spend some time asking people what they want - especially those who are at private schools. I was amazed when I asked several friends that switched to private schools if they had to do an exit interview. A few had a brief conversation with the outgoing principal but certainly nothing formal that the district could use to track reasons people are leaving. Some had no contact with the school at all. They just left for the summer and never came back! Most people I know in private at the elementary level are there because they feel the elementary schools aren't challening enough. You can disagree with that but the fact is entire schools have been made built on that premise (think Emerson, Greenhills) so clearly there are enough people that feel that way. I think a magnet school that you have to test into would attract back a lot of these students. Concerns that all AAPS parents think their kids are "gifted" would be solved by using the test to admit. Yes, it is not a perfect system as kids are gifted in all ways, but if the purpose is to earn more revenue by getting more students I think this would help achieve that.
say it plain
Thu, Jan 20, 2011 : 9:24 p.m.
I agree, a test-in school at elementary and higher levels would keep some folks in AAPS for sure.
dading dont delete me bro
Thu, Jan 20, 2011 : 6:07 p.m.
how about more pizza-pizza kits? or more frankenmuth fundraiser brochures? i still haven't read through all my monthly magazine subscriptions for the month... dading!
Sallyxyz
Thu, Jan 20, 2011 : 6:03 p.m.
AAPS wants to raise enrollment? Where do they plan to put these kids? Into classrooms that are already overflowing? There are no empty classrooms anywhere in the district buildings, and most classes are filled to the max, in some cases to the point of being jammed with wall to wall desks and no where to walk. AAPS is already attracting a lot of "new" students to the district, those that scam the attendance system, live elsewhere (Ypsi, etc) and attend AAPS. Plenty of those around. They fail in every other district (Willow Run, Ypsi, Belleville) and then scam their way into AAPS. No one kicks them out because the district likes the $$. No need for any marketing plan to attract new students. They are already coming here in big numbers.
Sallyxyz
Thu, Jan 20, 2011 : 5:54 p.m.
With all the cuts and angry staff and faculty, not to mention huge classes and chaotic high schools, there is little chance of attracting students to AAPS. AAPS needs to improve its product before trying to sell it. I challenge parents to spend a day in a local high school. Visit the lunchroom, walk the halls, especially when classes are passing, and do visit some classes. Talk to the police who regularly work in the high school buildings. The general public has no idea what goes on in these places.
Sallyxyz
Thu, Jan 20, 2011 : 5:48 p.m.
Using Greenhills marketing strategies is a stretch, to say the least. AAPS is 180 degrees from a school such as Greenhills. AAPS needs to develop its own strategies and market to its own strengths. Hey, a way to stretch those limited dollars would be NOT to pay the incoming superintendent dramatically more than the previous super. I can't remember the amount of the "raise" for the new super, but it was obscene and not justifiable. Maybe someone can provide the amount of the raise for the same job that Roberts did.
Beth
Thu, Jan 20, 2011 : 4:23 p.m.
I have heard from countless parents who chose charter or private schools rather than AAPS, and they made those choices because of what the other schools offered and because of the way they were treated by AAPS staff and administrators. Does the district really think there are people around here who DON'T know about AAPS? If the district wants to attract and retain families, they need to change how they treat them. Ask families what they want and LISTEN to what they say. Don't assume you know what everyone wants. Many school board members are prone to doing this as well. Instead of spending money on a useless ad campaign, why not survey families both in AAPS schools and in charter and private schools to see what makes them stay/ why they left/ what they'd like to see change?
limmy
Thu, Jan 20, 2011 : 8:19 p.m.
There are a lot of nice people in the schools and many caring teachers. But, there are an awful lot of nasty ones, too. I think that AAPS has had it good for so long, they have never had to be address the problem of administrators with no people skills.
belboz
Thu, Jan 20, 2011 : 3:11 p.m.
Have people not been reading the news? The state of Michigan is tops for losing population. Advertising to increase student enrollment is a waste of money. Are people actually going to read it, say in Saline or Plymouth, and say "Ann Arbor? Honey, have you heard of this town? They say the schools are great. Maybe we should take Jimmy away from his friends, totally rock his world, and put him him a new school district where he will know nobody." Nice parenting to anyone who does this. How about focussing on the new reality and proactively reducing the number of schools, especially at the elementary level. The last budget showed large cost per pupil variations. And the whole 6 high school system is beyond me. Seems very inefficient. Cut costs. Don't add more with so called advertising. And where did my idea go regarding ads on the asps web system. They are the only site I go to with none. The board must not want extra revenue streams after all. I sent it to them over 6 months ago, with the typical "Thanks, we'll look into it." Total lost opportunity.
KellyJames
Thu, Jan 20, 2011 : 3:03 p.m.
Wow, I was just thinking about this yesterday. Here is a link to a Wolfram Alpha Data comparison I ran on Ann Arbor Public Schools vs Syracuse NY. You can plug in any district you wish and get measurable data. I'm sure our new governor would approve! <a href="http://bit.ly/dIh1f4" rel='nofollow'>http://bit.ly/dIh1f4</a> or is you don't trust short links, <a href="http://www.wolframalpha.com/input/?i=Ann+Arbor+Public+Schools+vs.++syracuse+Public+Schools&a=" rel='nofollow'>http://www.wolframalpha.com/input/?i=Ann+Arbor+Public+Schools+vs.++syracuse+Public+Schools&a=</a>*DPClash.USSchoolDistrictE.syracuse+Public+Schools-_*NYSyracuseCitySchoolDistrict3628590-
luv2read
Thu, Jan 20, 2011 : 2:36 p.m.
As long as the public schools are more concerned about their budgets (and keeping teachers' unions happy) than they are with providing an excellent education there is no hope of drawing families back from private schools. Going to a good private school means being in a place were providing a quality education is the first priority, providing a safe social environment for all children is a second priority, and working with (instead of against parents) is a third priority. Can you honestly say that about public schools anywhere in the area?
sh1
Fri, Jan 21, 2011 : 1:01 a.m.
Where is your proof that the district's focus is on keeping the teachers' union happy?
local
Thu, Jan 20, 2011 : 3:07 p.m.
I think it is hard to compare the two like you are trying to do. Private schools can be selective in who they allow into the school, public schools don't have that luxury. AAPS has a good curriculum, I have always felt that safety was a top priority in AA as well. I would also say that teachers are always available to parents if they ask. Clearly schools aren't perfect, however, public schools don't pick and choose which students (or even families/adults) they accept. So trying to compare the two like they are equal doesn't seem right. Just something to think about!
josber
Thu, Jan 20, 2011 : 1:52 p.m.
I think the comment about being more customer friendly is spot on. People start in the district, they end up walking away from it because AAPS can be a very unfriendly, difficult place for the kids and their parents. It's part of the culture of the school system. It's goes all the way up the administration's ladder. Mr. Allen keeps a low profile, so hard to tell with him, it looks like things get punted back to the building level, but of course, that's where the problems are,so that tactic doesn't work so well. Anything can be improved. I have hope.
Tony Livingston
Thu, Jan 20, 2011 : 7:37 p.m.
I think there is customer service at some schools. But, at Pioneer there is no such thing. Parents are to be dispatched with as quickly as possible and by any means necessary.
magnumpi
Thu, Jan 20, 2011 : 3:44 p.m.
completely agree. i remember reading an article in the old aa news about aaps wanting to improve customer service and focus on exit reviews and it seems nothing came out that. everything is fine until you have a problem and then aaps isn't quite so friendly.
stunhsif
Thu, Jan 20, 2011 : 1:50 p.m.
This article is ridiculous. The only way they will find more revenue is by reducing their spending. To think they are going to attract students back from private schools is again, ridiculous. The money they need can be found in negotiations with the teachers unions. The custodians have already done their fair share.
David Briegel
Fri, Jan 21, 2011 : 9:59 p.m.
Stun just wants everyone to work for peanuts like they do in China.
sh1
Fri, Jan 21, 2011 : 1 a.m.
AAPS is constantly receiving students from private schools, so you are factually wrong. And please be specific about how much more you want teachers to give.
Steve Pepple
Thu, Jan 20, 2011 : 1:16 p.m.
An off-topic comment has been removed.
Jim Mulchay
Thu, Jan 20, 2011 : 12:36 p.m.
It is unfortunate that the state education funding model makes students a commodity for districts to compete over. There is not a great pool of money waiting to be tapped for school funding (unless you want to sent a delegation to Shanghai or Hong Kong). School administrators and staff members need to recognize that every dollar spent came from somewhere (and someone!) and make sure that they spend it thoughtfully and with respect to the people (and companies) that pay the taxes (many of these are also district employees). In the end individuals in the classroom - students and teachers - are the key elements of education and that is the best place to concentrate our resources. (I've yet to hear of a computer that can participate in a parent/teacher conference).
local
Thu, Jan 20, 2011 : 12:08 p.m.
What Ann Arbor can't offer is class size reduction. Greenhills advertises 17-18 per class and these charter schools allow for parents to be much more engaged in decision making. Parents who send there kids to charter schools want more of a say, and lets be honest, they are set up for cultural purposes as well. Spending money to advertise within pamphlets isn't the answer. Open up the school district to more out of district students, but don't limit it to just a few schools. Mitchell and Scarlett are always open schools, but do outsiders really want to go to those schools? Do you ever see King, Angell, Burns Park as open schools? What about Tappan middle school? Market achievements within the school better (using free press like AnnArbor.com), focus on getting class sizes down, and allow more school choices, then maybe we will keep those going away from AAPS and bring in more from outside the district.
Do not taunt Happy Fun Ball
Thu, Jan 20, 2011 : 11:56 a.m.
How about spending less for the same services? . Efficiency is a Hallmark of American ingenuity. Do more with less. Cut spending, merge services, competitively bid services etc. - cut the fat. . Have the schools every actually Cut anything? Ever? Can you show me a serious budget line item that has gone down? Any business in the county can show you cuts they have made over the past decade, serious cuts too - why not the schools?
Stephen Landes
Thu, Jan 20, 2011 : 5:41 a.m.
The poll is missing a key alternative -- reduce spending! School systems all across this state need to become more efficient, consolidate into larger, more efficient districts, and watch the spending. How much are we spending on activities outside the classroom for administration, services, anything that is not directly involved in teaching? Between being cost effective and using state of the art methods and processes the A2 district will attract more students -- no "marketing campaign" can make up for being inefficient and old fashioned.
say it plain
Thu, Jan 20, 2011 : 3:46 a.m.
I like Mr. Thomas' approach here--focus on *product*, i.e., innovation and providing educational alternatives. Ms. Correll also addresses this with her comments about 'customer service'. I don't believe that pretty brochures are what will attract and keep families in AAPS. People don't decide to spend the money on private schools or to try out charter schools because they find someone's 'horn-tooting' compelling. Although of course this is an empirical question and perhaps could be the subject of some kind of survey study.