The Budget Crisis: What to Expect From School Boards Now

What's going on with school boards now, in light of budget shortfalls and increased accountability? What about state and local elections--what impact will an election year have on school board behavior? Ed-tech industry veteran and selling to schools guru, Craig Greenwood, shares his view from the front lines, along with tips and ideas for avoiding surprises.

Q. What changes have you seen during the past couple of years in the level of involvement from school boards for purchasing decisions? What do you see coming during the upcoming school year that could impact school sales?

In the last few years, especially in the NCLB environment, we have seen board members become much more active in seeking to understand purchases through the board agenda process. I’ve seen a general trend in the process taking a few more steps and board meetings to gain approvals. Staff recommendations to purchase (especially large ones) are now going through a two or possibly three board meeting approval process. Superintendent’s and staff’s put under increasing pressure to produce results are taking items to the board first as an "informational" item on the agenda and then, based on board response, may put the item on a consent agenda for the next meeting. Many times if the item is large enough in relative dollars to the district, the item may be "pulled" for further discussion. In the next year with tighter budgets at the state and federal level, I see this increasing, especially where the particular purchase is directed toward student achievement. Board members are going to ask the question "Will this program/service make a difference in student achievement in our district and what is the total investment required?"

Q. How do elections impact school boards and the influence they have over the purchasing decisions being made by school administrators?

When members are up for election, their positions on school policy becomes very public due to the coverage they are receiving in local media. Therefore when purchase decisions come before them that impact their specific area of interest, prepare for a great deal of questioning to seek understanding if they are not aware of you or your program. If your product or service can address a specific area of emphasis that a board member has previously voiced concern, you should always seek to inform that board member of the benefits of the district selecting your offering through their procurement process.

Q. What should companies that sell to schools do to keep school boards informed and educated about their products and services?

Board-member awareness of you and your offering is key. The usual strategies of ad placement and public relations are important, but personal visibility is even better. Attendance at state and regional board-member functions is the best way to meet board members in a collegial setting. They are open to learning about you and your services in these settings and generally appreciate your interest. More important, do your homework about their district before you initiate a conversation. Most board members are very appreciative when a provider is seeking to understand the issues of the district and priorities of the leadership team. Support of the key organizations (NSBA, and state affiliates) beyond sponsorships, such as submitting presentation sessions or other visible speaking opportunities, is another great way to "be in the right place."

Q. What is the typical financial threshold that triggers school board review? Do certain types of products and services purchased by educators cause closer scrutiny?

The size of purchase that requires board approval varies widely from state to state and even locally within a state. Advice here is to know the state and local rules. Contact your purchasing department early in the process to understand the policies of that district. Make no assumptions. Most departmental heads you work with can help you understand how the process works in their district. Generally, smaller districts have a lower threshold than larger ones. Most districts require board approval for any amount of on-campus professional development services due to local contract provider rules and because it involves sending someone to a school site. Overall, purchases over $10K in district funds could require board approval unless the item is covered by some sort of state contract, pre-approved bid or consortium contract. Even in those cases anything over $100k will almost always require board approval. Technology purchases may also require board approval more often if they are utilizing local or state funds. Sometimes federal program dollars have a higher threshold than these local funds.

Q. Should a representative from the company attend the board meeting if their educational technology product or service is on the agenda for approval?

Board meetings are public forums, anyone can attend. If your product or service is on the agenda, you have to decide whether to send a representative. In most cases, you've worked with a team of staff members to get their purchase recommendation either through negotiation or through bid. If so, work with the staff to determine what information they need to present and also to determine if your presence will add value. If your company is known to the board, it may be a good decision to let the staff members do their work, which is to recommend decisions to the board for approval. If your products or company is relatively unknown, it may be a very good idea to attend and be ready to answer questions. It can be very effective to be available to board members in the meeting to take any questions they may have regarding the purchase. If you plan to attend, be prepared to answer any question they may have! How the item has been placed before the board can also guide your decision. If the item is on "consent" and the board has already been briefed, your presence may not be required. If the item has been "pulled for discussion" (meaning a member wants to take time on the agenda for a more in-depth discussion), you may want to be in attendance and prepared to speak on behalf of the item.