by Dr. Ann Gelder, CRANE writer
The newest computer can merely compound, at speed,
the oldest problem in the relations between human beings,
and in the end the communicator will be confronted
with the old problem of what to say and how to say it.
–Edward R. Murrow
In approximately one million ways, computers have compounded the problem of what to say, and how we say it.
Your school’s website presents a case in point. Especially as busy, distracted, often anxious prospective parents comb through your site—plus those of five or ten or more other schools— looking for … what, exactly?
AP offerings and athletic teams, college matriculation lists and tuition costs—yes, no doubt. But above and beyond the nuts and bolts, your prospects seek a way in.
Not just your admissions procedures, but the key to understanding who you are as a school. For that, more often than not, they turn to the Head of School’s Welcome page.
And then, just possibly, they turn away again.
Because, just possibly, the welcome letter wasn’t quite what they were hoping for. Instead of quickly and powerfully conveying what your school, and only your school, offers, the letter might, for example, dash through a few paragraphs of generic jargon (“We value critical thinking, diversity, and a whole-child approach”), followed by a brief and probably unnecessary site-navigation guide (“Click on Athletics to learn about our sports programs”). And so, rather than “Welcome! Come on in!,” the prospect may hear, “Move along. Nothing more to see here.”
We’re not saying that every school’s welcome letter reads like this. Even if many do, they haven’t necessarily lost a prospect. But a less-than-optimal welcome letter represents a missed opportunity to draw the prospect further into your school’s world.
So what goes into a really welcoming welcome letter?
Take a look at your letter, and see if it includes these essential elements:
- A clear, differentiating statement of your school’s vision. What kinds of individuals, thinkers, and citizens do you help create? How and why? *
At Langley, we know children’s social and emotional acuity is critical to their academic success—that’s why we intentionally nurture both in equal measure. We graduate uncommonly optimistic, grounded, poised, and kind learners and thinkers—citizens of the world, wholly prepared to thrive in the nation’s top high schools, and to lead lives of integrity and self-defined purpose. (Elinor Scully, The Langley School, McLean, Virginia)
- Specific, differentiating examples of your vision in action.
Trevor’s school architecture embodies [our] commitment to children. Student-centered common spaces define the Trevor experience. Here, teachers and students collaborate in a dynamic manner, and together, navigate a classic curriculum that leads to academic mastery, innovative thinking, and a global perspective. (Scott R. Reisinger, Trevor Day School, New York, New York)
- A compelling sense of what it’s like to learn and grow at this school every day, not just for students, but for parents, teachers, and staff members, too.
You hear, in the laughter and excitement of our lower school students, the lure of curiosity and the thrill of discovery. You see, in the faces of our middle school students, the joy they find in discovering emerging interests and latent talents. You feel, in the passionate exchanges among our upper school students, the confidence that comes when sustained and focused investigations reveal to them their own values and convictions. For all of our students, learning is powerful and transformative, and it’s a great pleasure to watch it unfold. (Christopher P. Garten, The Seven Hills School, Cincinnati, Ohio)
- A warm, engaging voice that doesn’t just tell prospects who you are, but actually embodies your school’s and your head’s (merged) personalities.
When I walk through our light-filled hallways and see our 4th graders discussing the nuances of evolution and revolution then and now, Kindergarteners installing Goldsworthy-inspired art in our hallways, 2nd graders preparing to present their history of the Seaport to a community board hearing, 4-year-olds performing plays based on original beanstalk stories that grew out of their study of edible plants… I know we have unearthed a secret that many have spoken about but not enough experience: powerful, deep learning is joyful. (Allison Gaines Pell, The Blue School, New York, New York)
In each of these letters, the schools, through their heads, express themselves. In a few paragraphs, they give prospects a memorable and meaningful sense of who they are, what they do, and—always, always, always—why.
* *Disclosure: Each of these schools has been a CRANE client.