HML 5 year Final Strategy (1) 2020
The Strategic Planning Document 2014 Summer Board Meeting – Stanford
To: Horace Mann League Committee Members
From: Gary Marx Subject: Summary of Activities,
A Roadmap Drawn from HML Committees
The Process.
At the Horace Mann League’s summer planning session at Stanford University, three committees were formed. Their purpose was to identify ideas and shape recommendations for activities that would support goals directly related to membership, communication, and funding. The committees have generated excellent ideas. Officers were charged with reviewing and summarizing the many recommendations and notes that were generated both during and since that Stanford meeting. In some cases, committees included similar recommendations. Combinations of those ideas, coupled with further realities and needs facing the League, triggered additional possibilities. Since the beginning of September, officers have received copies of reports and summaries and have held a conference call to further discuss suggestions for moving forward.
Activities.
Activities that have been identified are crucial for the sustainability and success of the organization. Some might appear to be new. Others reflect adjustments in what the League is already doing. Clearly, the League needs an ongoing commitment to initiate products and services that will add value for present and future members, clarify the important role of public education in society, and lead to enhanced sources of revenue. Some of these activities can be accomplished with adjustments in conditioned behavior, since expectations are dynamic, not static, in a fast-changing world.
Roadmap.
While these activities will likely be woven into a more formal and comprehensive plan, they will serve as a roadmap as we move forward during the coming months. All appear to be consistent with Bylaws and Policies. As we all know, the League continues to deal with the need to establish its status as an entity while facing urgent needs in membership, funding, and communication.
Engaging HML’s Wealth of Talent and Experience.
Reinforcement is needed for a mentality that accepts HML as an honorary and as a volunteer organization whose talented and experienced members can be engaged in getting important things done. We are aware that many would welcome the opportunity to help us further shape our future. Keep in mind that the items included contribute to HML’s revenue, service, membership, recognition, and leadership.
Communication
Basic: (The HML president and immediate past president will work with the executive director in pursuing communication needs. Others may be enlisted to engage their talents.)
• Identity.
For communication purposes, the committee suggested a statement similar to the following, which is consistent with HML’s mission:
The Horace Mann League is an honorary society of educators and thought leaders who are deeply committed to sustaining and improving a high-quality public education system for all students.
• Clarity and Quality of Communication.
All written or online communication from HML should be clear, concise, informative, compelling, accurate, appropriately attributed, and reflect professional design. All communication originating with HML reflects on the League’s identity, on the public education enterprise, and on members of the public education community
• HML Update.
A heading will be developed to encourage and provide a format for sending electronic and print messages to members about HML activities. That communication will help keep all informed, emphasize the value of membership, and build a sense of community and ownership.
• HML Post.
The weekly HML Post will continue to bring attention to ongoing education articles that reflect the needs and successes of public education.
• HML Blog.
The HML Blog will include invited, voluntarily submitted, and existing articles that are published with permission of the source.
• HML Annual Meeting Promotion.
The HML president and executive director will establish an effective strategy for promotion of the League’s Annual Meeting.
• News Media List.
A news media/press list will be developed for use in communicating newsworthy information from HML. (The current HML president will provide a basic list of contacts.)
• Member Surveys.
Online member surveys, mentioned in other parts of this roadmap, and historically conducted by the League, will engage members and immediately or eventually produce information of interest and value to members. Some of that information may be newsworthy and/or potentially lead to service-providing, revenue producing products or services. Communication Other Communication:
• HML Cornerstone.
The executive director may wish to continue this service provided it is of interest to members and content is presented in compliance with Fair Use.
• HML Printed Newsletters.
An HML print newsletter has been issued from two to four times each year distributed by nonprofit mail. Budgetary considerations, the need to provide visible services, and communication and/or promotional needs will guide frequency.
• HML Web Site.
The executive director has undertaken efforts to further develop the HML web site and is urged to continue that progress. An ongoing aim will be to continue ensuring highly readable, appropriate content enhanced by compelling design, and electronic prompts to move readers from one segment of the site to all others.
• Social Media Presence.
HML’s social media presence might be strengthened through periodic sharing of Horace Mann and other public education quotes on Twitter.
• Critical Conversations and Engagement Activities with Educational Influencers.
Board members suggested that HML initiate critical conversations and/or engagement activities with educational influencers. A goal might be to make them more familiar with the role of HML and/or help them experience the organization at work. (Some of these influencers will be contacted for testimonials in release of the indicators project. HML will also do a presentation for top elected and appointed leaders of national education leadership organizations during that release process. Award recipients who are thought leaders generally attend HML Annual Meetings. They can be consistently updated on HML activities and their counsel solicited. Some may be invited to serve on an HML Advisory Council. When possible, thought leaders may be asked to meet with the HML Board. In some cases and when appropriate, these thought leaders, whether individuals or organizations, could be engaged in joint projects.
Membership
Basic: (Consistent with recommendations from both the membership and communication committees, the League has a need to immediately address membership recruitment, engagement, and retention issues.)
• Formation of an HML Membership Task Force.
This group will work toward developing and pursuing plans to increase and retain membership. Those plans will move beyond the immediate to the longer-term membership needs and goals of the League. The current vice president of the League has expressed a willingness to provide guidance for this effort working with the HML president, executive director, and others.
• Every-Member-Get-A-Member Campaign.
Initial stages of an “Every-Member-Get-a Member” campaign have been launched, leading to greater current member engagement and the identification of an even broader range of excellent nominees. This campaign might be conducted twice a year.
• HML Board Nominations. Each active officer and member of the HML Board should be asked to nominate from 15 to 20 potential members each year. Current practice calls for each to annually nominate a minimum of 20. Past-Presidents will be asked to nominate from 5 to 10, perhaps more, possible members each year.
• Recruitment Letters and Materials.
Recruitment letters, while possibly shaped specifically for some individuals and groups, should be consistent with and build on the basics included in a prototype message attached to recent board nomination requests. Letterhead will need to be fully accurate, neatly designed, and allow ample space for this generally one-page letter. All names and other identifying information for those whose names are listed should be correct. A high-quality set of information and recruitment materials, both print and electronic, should be one important part in this process.
• List of 100 Non-Members.
A list of 100 non-members, who have been targeted by board members and officers, will receive appropriate invitations to become members of HML. This process was begun during the 2014 Stanford meeting, and follow-up will be needed.
• Horace Mann League Recruitment Hall of Fame. Declare a Horace Mann League Member Recruitment Hall of Fame made up of all who have received Ambassador Awards during the past 15 years. Invite each one to recommend or recruit at least five new members each year.
• State Association Recruitment. Invite each state association of school administrators executive director and perhaps leaders of other associations, to nominate from one to five (or more) educators or public education advocates for membership in the Horace Mann League each year.
• Membership Retention. Member retention should be examined and processes/messages developed to address any concerns, to encourage continuing membership for those who are past-due on dues payments, and to make any needed adjustments in the process for rebilling. Surveys might indicate how HML could more effectively attract and retain members. While rebilling is done regularly, a more thoughtful and magnetic approach might be developed.
• Member Surveys.
The value of member surveys, which have traditionally been conducted by HML, is reinforcement of member engagement. These surveys draws from the knowledge and experiences of a talented membership base and emphasize the importance of an HML network. One specific service might focus on identifying and reinforcing the principles of public education, while producing a member service and possible revenue for the League.
• 2014 New Member Target.
The League will aim to recruit a total of 80 to 100 members during 2014.
Membership
Moving Forward:
• Membership Goals.
The Membership Committee called for development of plans to increase HML membership by 15 to 20 percent per year in each of the next five years (2015, 2016, 2017, 2018, and 2019).
• Flash Mob Membership Drive, Horace Mann’s Birthday.
Members of the board suggested a possible “May 4th Be With You” membership drive to commemorate Horace Mann’s birthday, May 4, 1796, in Franklin, Massachusetts. The suggestions included a sponsored ad in the New York Times or another national newspaper commemorating Horace Mann and his contributions to public education and democracy.
• HML Chapters.
A goal recommended for the League is establishment of HML Chapters within or surrounding Schools of Education at Colleges and Universities. Specific plans would need to be developed. A goal would be to familiarize educators in preparation programs with the work of Horace Mann, public education, and the Horace Mann League.
Funding
Basic: The following approaches to funding are consistent with suggestions of both the communication and membership committees and reflect HML’s need to offer opportunities, products, and services that lead to needed income for the organization. (The HML president elect has been invited to be the point-person for this effort, working with the president and executive director in pursuing efforts to meet the League’s funding needs.)
• Funding Clusters or Packages. Funding clusters or packages will be identified, including a description of what needs to be funded and the amount required. A catalog or list of these discrete funding opportunities will serve as a basis for sponsorships, contributions, and potentially for collaborative and partnership activities.
• Funding Task Force.
A funding task force should be identified. Those directly involved would include members and perhaps others, based on successful fundraising efforts on behalf of the League or experience in fundraising outside the League. The efforts must be coordinated.
• Sale of HML-Related Products.
Plans should be made to offer additional copies of the Indicators pamphlet in bulk for sale to members and others. A public education booklet or pamphlet, based in part on a member survey and the work of Horace Mann, might also produce member service, recognition for public education and the League, and perhaps significant revenue if sold in bulk.
• Recognition of Sponsors/Contributors.
HML’s policy devoted to partnerships includes a description of how sponsors and those who contribute to various activities will be recognized.
• Overhead.
Unless a sponsorship involves direct payment by a vendor for in-kind services, something like a luncheon, an appropriate fee should be included in the sponsorship payment to cover overhead. Payment of actual cost as an in-kind contribution is valuable to HML. However, overhead for HML should be included in an appropriate amount, whenever possible, to help cover operational costs.
• Surveys.
The need for surveys is included in all three categories of this report. Information produced by surveys of members has value that extends from membership engagement to use of ideas and information generated to produce salable products or services. The public education survey, mentioned earlier, is an example.
• Funding for International Indicators for Education Release.
An immediate need is funding and other support for release of the International Indicators for Education.
• Organizational Funding Conference Call.
While some of the above projects will need to begin immediately as a matter of practice, HML officers and the executive director will hold a conference call to discuss these and other possibilities for organizing funding clusters and recruiting members of a funding task force.
Funding Moving Forward
• Initiating Prominent Projects.
Board members have reinforced the need to initiate two prominent projects that will positively focus attention on education issues and the work of HML. Those projects could include after-release bulk sale of pamphlets associated with the International Indicators for Education and the public education publication mentioned earlier. Both are likely to be fundable and revenue-producing.
• Advertising.
As with other associations, the League might offer the opportunity for appropriate advertising in its online publications, consistent with HML policy guidelines. Those ads might be sold at a yearly fee. Examples might include a banner ad and a few ad insertions on the periphery. Specifications, ad rates, appropriateness, and clarification of advertiser identification would need to be worked out. (A banner ad, for example, in the HML Post, might be priced at $3.000 for six months or $5,000 for a year.) Yield could be ongoing.
• Major Media Ad.
The task force might include among funding clusters sponsorship of an appropriate New York Times or other major media ad to reinforce the importance of Horace Mann and public education. Any funding channeled through HML should include sufficient overhead for the League. (This item was also mentioned earlier.)