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PROLOGUE
Your First Tour Happens on Google
A parent hears your school's name on the sideline of a soccer game. That night she types it into Google.
Before she reaches your homepage, she sees a panel with a photo, a map, your hours, and a button for directions. On her phone, it fills the whole screen.
That panel is your Google Business Profile. For most families, it is the first tour of your school, and it happens without you in the room.
Someone probably set it up years ago and has since left, and Google has kept filling it in ever since. Anyone can add a photo or suggest a change to your hours. So the first thing a parent sees might be a parking lot photo from 2019 and hours that were right three years ago.
Three things to check this week
The login. If nobody at school can get in, request access from Google now. It can take a while.
The photos. Add ten recent ones and choose the cover yourself. New photos push the old ones down.
The basics. Check the hours, add closures for breaks, and make sure the phone number goes to admissions.
All three take about an hour, and October is when families search your name before choosing which open houses to attend.
One quick win
Search your school's name in a private browser window on your phone. Fix the first wrong thing you see.
Thanks,
Brendan
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UPCOMING EVENT
For MarCom Society Members Only
Who Do They Think They Are? Writing to Identity in School Communications
Your database knows who your audience is. Your appeal letters usually don't. This session covers the research on identity-based messaging and gives you a practical audit you can run on any appeal or admissions email before it goes out.
Bio
Dr. Deanna Nelson is the founder and CEO of Clarus Fundraising Consulting, LLC. Clarus works with nonprofit organizations to turn lukewarm supporters into joyful and enthusiastic donors who give their biggest and best gifts. We do this by combining proven fundraising strategies with research into what inspires generosity, helping organizations build stronger donor relationships, communicate their impact more effectively, and create giving experiences that are meaningful for both donors and the causes they support.
Deanna brings nearly 20 years of fundraising experience and has helped raise more than $75 million for nonprofit organizations. She holds a Ph.D. in philanthropic psychology from the University of Plymouth, where her research focused on the psychological factors that influence charitable giving. Her work bridges fundraising practice and academic research to help nonprofit leaders understand not just what works in fundraising, but why.
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