School choice proponents’ challenge? Educating parents
Posted By Mary C. Tillotson On November 29, 2013 @ 4:00 am
By Mary C. Tillotson | Watchdog.org
One of the greatest challenges for proponents of school choice is simply educating parents that they have a choice.
“If we’re going to really have parents engaged in knowing what all their options are, someone’s got to go and tell them,” said Jonathan Butcher, education director at Goldwater Institute.
His group has published a handy school choice guide  for Arizona parents. The booklet has information on each choice — what education savings accounts are, for example — who qualifies, and how to pursue each option.
The Center for Education Reform keeps a Parent Power Index on its website, ranking states based on teacher quality, school choice, transparency and other information that could help parents make good choices.
“There’s a huge disconnect between policy implementation and practice, especially when it comes to educational choices,” said Kara Kerwin, CER president. “There’s a lot of barriers. Once a law gets passed, you’ll have those that defend the status quo working hard to quell any excitement about it. Sometimes we put these options or these choices in the hands of bureaucrats who don’t know how to communicate with parents.”
School choice proponents are taking to the streets, and mailboxes, and community centers to get the word out. Here’s what some of them are doing.
Word of mouth marketing and community outreach has been the most sustainable and effective way to spread the word in Florida, said Alissa Ciaramello, vice president for marketing at Step Up for Students.
Step Up provides scholarships for Florida students who are homeless, in foster care or whose families make up to 185 percent of the federal poverty level, allowing those students to attend private schools if they choose.
“We want to empower those families, parents and caregivers to find the best educational option for their child because we’ve found that education is one of the ways to break generational poverty. It’s really what we believe in wholeheartedly,” Ciaramello said.
The effort isn’t intended to be anti-public school, she said, but pro-family.
“We don’t play into the failing school model,” she said. “We just want the families we serve to have choice about their child’s education, and a school may do well for one child but not for another. It’s all about finding the right learning environment for that particular child.”
The group works with community-based agencies, schools, families, employers and faith-based providers to connect information with families.
“Really, we try to find anyone and everyone who spends time with our families, but it’s a very multi-faceted approach — top down and bottom up,” Ciaramello said.
Step Up includes information about school choice in newsletters or on websites for community groups, she said. They’ve stuffed Happy Meal bags at McDonald’s and partnered with other groups that work with foster kids, homeless families or senior citizens who may be raising their grandchildren.
“[Scholarship families] felt empowered, humbled and grateful to have this opportunity for their children, and they’re very happy to spread the word,” Ciaramello said.
Lawmakers in Arkansas considered tax-credit scholarships and voucher programs at the most recent legislative session, but neither passed.
“People are just learning about school choice in this state, and I think there are a lot of questions,” said Virginia Walden-Ford, founder of the Arkansas Parent Network. School choice bills are likely to return when lawmakers come back together, she said.
So Walden-Ford traveled the state giving presentations about school choice. The meetings were well-attended and parents were excited, she said. But they had a lot of learning to do.
“I said, ‘Let me give you information about school choice,’ and they’d ask, ‘Well, what is school choice?’” she said.
“We provided information about school choice and what states have school choice programs and how they’re working, particularly in Louisiana and Florida and D.C.,” she said. “We talk to parents about how effective school choice programs can be for kids who just aren’t doing well in a traditional setting.”
She gave parents opportunities to ask questions and discuss their feelings about their kids’ schools.
Walden-Ford had advocated for the D.C. Opportunity Scholarship Program for years, then returned to Arkansas.
“It was time to come home and see what I can do to help here,” she said.
National School Choice Week
Every community is different, and no one method of spreading the word will work everywhere, said Andrew Campanella, president of National School Choice Week.
The organization promotes a week in January — about the time parents are enrolling their children in school for the upcoming year — to celebrate “school choice regardless of choice,” Campanella said.
That includes traditional public schools, public charter schools, magnet schools, private schools, virtual schools and homeschooling.
Last year, the country saw about 3,600 School Choice Week events, and Campanella said he hopes for about 5,000 events for 2014.
School Choice Week is intentionally decentralized; participants plan events in their communities and don’t need permission from the organization. In the past, participants have hosted school fairs, rallies, roundtable discussions, movie screenings and community service activities.
“In a society where for so many years, parents didn’t have school choices for their kids, we almost become conditioned to know that you’re going to be assigned to a certain school, and if you don’t like it, there’s nothing you can do about it,” he said. “So when people hear they have a choice, they’re often very surprised.”
He said he hopes parents begin thinking about K-12 education the way many of them think about higher education: “What school are we going to send our child to?”
One of the biggest challenges in the school choice movement is parents not knowing their options, he said.
“The reform community has gotten a lot better at reaching parents and telling them of their options, but there still needs to be a lot of work done in reaching parents in the communities where they live and communicating with them in the ways they receive their news and information.”
Contact Mary C. Tillotson at firstname.lastname@example.org.
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URLs in this post:
 Educating America: http://watchdog.org/series/educating-america/
 school choice guide: http://goldwaterinstitute.org/schoolchoicecatalog
 Image: http://watchdog.org/wp-content/blogs.dir/1/files/2013/11/step-up-for-students.jpeg
 Image: http://watchdog.org/wp-content/blogs.dir/1/files/2013/11/cer.jpg
 Opponents sue Washington to overturn charter school law: http://watchdog.org/117785/washington-charter-school-law-sued/
 Judge: Federal oversight may not hamper school voucher program: http://watchdog.org/117987/doj-louisiana-school-voucher/
 Arizona mom won’t give up on special needs kids, no matter what state says: http://watchdog.org/106956/arizona-empowerment-scholarships/
 Reviving a 1970s lawsuit, DOJ would keep black students in failing schools: http://watchdog.org/107099/reviving-a-1970s-lawsuit-doj-would-keep-black-students-in-failing-schools/
 Relocating sexually abusive teachers would be more difficult under Pennsylvania bill: http://watchdog.org/107730/relocating-sexually-abusive-teachers-would-be-more-difficult-under-pennsylvania-bill/
 DOJ backpedals on Louisiana voucher lawsuit: http://watchdog.org/107931/doj-backpedals-on-louisiana-voucher-lawsuit/
 Court says charter schools won’t pay for Atlanta’s pension debts: http://watchdog.org/108070/charter-schools-atlanta-pension-debt/
 Biggest education impact from shutdown? Furloughed bureaucrats: http://watchdog.org/108270/biggest-education-impact-from-shutdown-furloughed-bureaucrats/
 Appeals court upholds Arizona school choice program: http://watchdog.org/108633/appeals-court-upholds-arizona-school-choice-program/
 Indiana’s voucher program expands; diversity a factor in one family’s choice of school: http://watchdog.org/108901/indianas-voucher-program-expands-diversity-a-factor-in-one-familys-choice-of-school/
 ‘Vouchers don’t do much good for students’ claim is false: http://watchdog.org/109580/vouchers-dont-do-much-good-for-students-claim-is-false/
 NYC mayor’s race could affect school choice: http://watchdog.org/109726/nyc-mayors-race-could-affect-school-choice/
 Vermont public school goes independent, raises ire from state bureaucracy: http://watchdog.org/110206/vermont-public-school-goes-independent-raises-ire-from-state-bureaucracy/
 Arizona education savings accounts aren’t vouchers, study says: http://watchdog.org/110369/arizona-education-savings-accounts-arent-vouchers-study-says/
 Legal institute fights Alabama union’s attempt to repeal school tax credit: http://watchdog.org/111115/legal-institute-fights-alabama-unions-attempt-to-repeal-school-tax-credit/
 Experts: School choice improves education in public schools: http://watchdog.org/112121/experts-school-choice-improves-education-in-public-schools/
 SC school-choice program helps special needs kids, could expand: http://watchdog.org/112320/sc-school-choice-program-helps-special-needs-kids-could-expand/
 DOJ wants Louisiana parents out of voucher lawsuit: http://watchdog.org/112755/doj-wants-louisiana-parents-voucher-lawsuit/
 U.S. House passes bill to prevent ‘passing the trash’: http://watchdog.org/113092/u-s-house-passes-bill-prevent-passing-trash/
 ‘Non-traditional’ journalists barred from viewing tax-funded test results early: http://watchdog.org/113178/non-traditional-journalists-barred-viewing-tax-funded-test-results-early/
 New center hopes to help charter schools help kids with special needs: http://watchdog.org/113359/new-center-hopes-help-charter-schools-help-kids-special-needs/
 Charter school advocate to Philadelphia schools: Listen to parents: http://watchdog.org/113580/charter-schools-offer-alternative-philadelphia-families/
 $45 million not enough for Philadelphia teachers’ union: http://watchdog.org/113637/philadelphia-teachers-union/
 Study: Rhode Islanders support school choice: http://watchdog.org/114090/study-rhode-islanders-support-school-choice/
 Study: Choice would help failing Chicago schools: http://watchdog.org/114652/choice-chicago-schools/
 Scholarships could lift SC school dedicated to real-life, hands-on learning: http://watchdog.org/114895/columbia-students-scholarship/
 Parents make good school choices, study says: http://watchdog.org/115905/parents-make-good-school-choices-study-says/
 Divisive charter school reform bill headed toward vote in PA: http://watchdog.org/116714/charter-school-reform/
 In Louisiana school voucher lawsuit, DOJ changes gears: http://watchdog.org/116761/louisiana-voucher-doj-change/
 PA lawmakers push to amend tight teacher furlough policies: http://watchdog.org/118517/pa-teacher-furlough/
 College ready: A Milwaukee inner-city school success story: http://watchdog.org/118513/hope-christian-school/
 Proposed economic furloughs could slay sacred cow of seniority in Pennsylvania schools: http://watchdog.org/118703/pa-teacher-seniority/
 What is Massachusetts doing right?: http://watchdog.org/118763/high-standards-transparent-accountability-and-school-choice-are-keys-to-massachusettss-pisa-success/
 Goldwater to appeal Louisiana school voucher decision: http://watchdog.org/119048/goldwater-to-appeal-louisiana-school-voucher/
 Want to end poverty? Educate the kids: http://watchdog.org/119077/education-poverty/
 Breakdown in Philly schools not only about the money: http://watchdog.org/119207/philly-schools-money/
 North Carolina scholarship program on firm legal footing, attorney argues: http://watchdog.org/120320/nc-scholarship/
 Philadelphia school district threatens charters: http://watchdog.org/120318/philly-charters/
 Belief in student ability key to success at Milwaukee charter school: http://watchdog.org/120876/student-ability-milwaukee/
 Three things to know about Philadelphia’s school budget: Debt, pensions and safety: http://watchdog.org/121163/philadelphia-school-budget/
 Choosing to sue: Here’s a look at some 2013 lawsuits involving school choice: http://watchdog.org/121391/school-choice-lawsuits-2013/
 Philly charter schools outperform district counterparts: http://watchdog.org/121760/philly-charter-schools/
 California students sue state over ineffective teachers: http://watchdog.org/122324/california-students-sue/
 Study: Public supports parent choice in education: http://watchdog.org/122675/public-support-choice/
 Under new management, Philly Renaissance Schools show growth: http://watchdog.org/122962/renaissance-schools-philly/
 New Orleans tops school choice index: http://watchdog.org/123270/school-choice-index/
 AZ to consider four school-choice expansion bills: http://watchdog.org/123434/arizona-school-choice/
 Florida family ‘blessed’ to be apart of scholarship program: http://watchdog.org/122856/florida-scholarship-program/
 PA lawmakers put education at top of agenda in election year: http://watchdog.org/123873/education-election-pa/
 Louisiana: Feds ‘more interested in skin color than … education’: http://watchdog.org/124176/louisiana-skin-color/
 Charter school for Philadelphia foster children will not be renewed: http://watchdog.org/124418/charter-foster-children/
 Governor ties proposed PA education funding to targeted grants: http://watchdog.org/127933/pa-grants/
 WA’s first charter school serves children, families of ‘extreme poverty’: http://watchdog.org/128226/first-charter-school-serves-children-families-extreme-poverty/
 Vermont attempts to take independence from independent schools: http://watchdog.org/128628/vermont-independent-schools/
 Philly stumbles on way to simplifying enrollment system: http://watchdog.org/128811/universal-enrollment/
 Plan for Philly schools keeps charters in check: http://watchdog.org/129395/philly-plan-schools/
 Missouri ballot initiative would increase funding for public, private schools: http://watchdog.org/129460/missouri-school-choice/
 New York charter school focuses on family, community: http://watchdog.org/129522/new-york-charter-school-focuses-family-community/
 NC school vouchers on hold: http://watchdog.org/129815/nc-school-choice/
 WI voucher bill would help special needs students denied open enrollment: http://watchdog.org/130039/wi-students-denied/
 Philadelphia schools will end another year in red: http://watchdog.org/130001/philadelphia-schools-feb/
 PA universities expect state, students to pick up tab on rising tuition: http://watchdog.org/130450/pa-universities/
 Two ESA bills get House support in AZ: http://watchdog.org/130629/arizona-house-esa/
 Thousands rally to support New York charter schools: http://watchdog.org/130985/new-york-charter-schools/
 California’s defense begins in Vergara trial: http://watchdog.org/131228/california-vergara-trial/
 Accountability or overregulation? Charter supporters split over Minnesota bill: http://watchdog.org/131521/minnesota-charter-school-bill/
 PA considers empowering universities to authorize charter schools: http://watchdog.org/131757/charter-school-authorizer/
 Bill would make Florida students eligible for scholarships: http://watchdog.org/131744/florida-scholarships/
 To test or not to test? Florida school choice proponents split: http://watchdog.org/132582/school-choice-test/
 Philly school district broke, but the pay is good: http://watchdog.org/132881/philly-district-pay/
 Philadelphia charter school sues public school district: http://watchdog.org/133090/charter-sues-district/
 Colorado Supreme Court to hear school voucher case: http://watchdog.org/133414/colorado-school-voucher/
 Vermont to reconsider education funding formula: http://watchdog.org/133633/vermont-education-funding/
 Arizona Supreme Court allows school choice program to stand: http://watchdog.org/133941/school-choice-arizona/
 Massachusetts charter school bill revived: http://watchdog.org/134629/massachusetts-charter-schools/
 Quality schools matter more than racial integration, black leaders say: http://watchdog.org/134954/black-leaders-school/
 FL again takes up school-choice bill: http://watchdog.org/135191/fl-takes-school-choice-bill/
 Choice Media’s videocast tackles host of education issues: http://watchdog.org/135395/lawsuit-overspending-charter/
 Ending teacher seniority rules beyond Philly requires legislative action: http://watchdog.org/135500/teacher-seniority-pa/
 New website helps Detroit parents choose schools: http://watchdog.org/135808/school-choice-media/
 Philly schools caught on funding merry-go-round: http://watchdog.org/136086/philly-funding-april/
 Louisiana bill would coordinate school choice programs: http://watchdog.org/136233/louisiana-school-choice/
 New D.C. charter school lottery eases but doesn’t eliminate waiting lists: http://watchdog.org/136254/dc-charter-lottery/
 Federal bill attempts to help replicate high-quality state charter schools: http://watchdog.org/136514/federal-bill-attempts-help-replicate-high-quality-state-charter-schools/
 Philadelphia schools awaiting taxes from city, state: http://watchdog.org/136705/school-tax-philly/
 ACLU alleges discrimination in 138 NJ districts: http://watchdog.org/136787/aclu-alleges-discrimination/
 MN anti-bullying bill could have unintended consequences: http://watchdog.org/137238/mn-anti-bullying-bill-unintended-consequences/
 Mississippi’s special needs bill to return next year: http://watchdog.org/137514/ms-special-needs/
 Illinois considers three-year ban on virtual charter schools: http://watchdog.org/137849/illinois-virtual-charter-ban/
 Violent Philly high school source of worry: http://watchdog.org/137995/violent-philly-school/
 Auditors examining troubled Philadelphia school district: http://watchdog.org/138355/state-audit-philly/
 Civil liberties organization sues to overturn anti-bullying law: http://watchdog.org/138625/sues-anti-bullying/
 Legal conflict over teacher seniority in Philly heats up: http://watchdog.org/138956/philadelphia-seniority/
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