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Keynote Speakers

Heather Hoerle

Executive Director and Chief Executive Officer

Enrollment Management Association

Jeff Shields

CEO and President

National Business Officers Association


Tuesday, November 28, 2023
11:00 AM - 11:50 AM

Independent school leaders have been actively analyzing the economic, demographic, and technological pressures disrupting long-held financial and enrollment practices at independent schools. Now, in our post-pandemic world, external forces will continue to disrupt schools’ strategic goals and accelerate the need for change. For many schools, this will require reassessing their school revenue and expense levers, aligning financial strategies with market needs, and forging strong partnerships, which will be critical for success.

Join industry thought leaders Heather Hoerle and Jeff Shields for an engaging and informative discussion about where we are today and where we should be going.

Learn about the trends shaping independent schools, Heather and Jeff’s bold predictions for the future, and the financial, business, and enrollment strategies you and your school leadership team should consider now to grow your annual operating revenue and achieve a sustainable, financially healthy school.


  • Heather Hoerle, Executive Director and Chief Executive Officer, EMA (Enrollment Management Association)
  • Jeff Shields, Chief Executive Officer and President, NBOA (National Business Officers Association)

Introduction of Keynote by Megan Fangmeyer, Financial Aid Product Manager, FACTS

12:00 PM - 12:50 PM

Educational institutions that enroll international students face the challenge of pricing disparities across different regions.  Additionally, collaborating with students’ agents can result in a further decline in net revenue.  A flat discount rate for international students may not accurately reflect the intricacies of enrollment management. Our model will assist schools in accurately determining international market-based pricing.  It will also provide international recruiters with the autonomy to tailor tuition packages to meet the needs of international families.  This way, schools can improve their revenue management and better cater to the needs of their diverse student population.

Learning Objective:
Participants will learn how to improve revenue management and pricing strategies by accurately determining international market-based pricing and providing flexibility to international recruiters in customizing tuition packages for diverse international families.


  • Sherry Krebsbach, Saint John's Preparatory School
  • Laura Hartog, Saint John's Preparatory School

Achieving socioeconomic diversity in your student body and minimizing the parent body's feelings of frustration and shame around your school's tuition assistance program may depend more on your messaging than it does on the amount of assistance you award. That challenge is greater when your target student demographic has little to no previous experience in private schools and requesting tuition assistance and is even greater when your school program is marketed in a way that seems financially unattainable for most of your target families.

Learning Objective:

Participants will learn how one school beat the odds by using a variety of tools and strategies to create socioeconomic diversity and a positive parent experience in their tuition assistance program.


  • Joe Sharp, Jewish Leadership Academy
1:00 PM - 1:50 PM

Comprehending the intricate ingredients of individual and business tax returns is akin to a complex recipe. Schedules like A, C, E, and K-1 play specific roles in tax filing and financial aid assessments to capture income sources, deductions, adjustments, and even find hidden cash flow not reported on the financial aid application. Understanding a family's income portfolio (W-2 earners, business owners, or both!) enables you to craft the perfect blend of documentation. Don't stew over trying to figure it alone. This session will help you learn the tax forms, where to look, and what it means for you and your applicants.

Learning Objective:

Participants will gain a comprehensive understanding of the various federal tax forms for individuals, families and business owners and how to use them effectively for their financial aid assessments, including capturing income sources, deductions, adjustments, and even to find hidden cashflow.


  • Anita Harper,  Mission Enrollment

The cost of attending an independent private school is not insignificant, and financial aid programs are one of the ways in which schools alleviate some of the financial burdens on their families. But what about the costs past tuition, such as playing a sport or purchasing a computer? These costs can be prohibitive, even with financial aid, and they can make it difficult for students to participate fully in the community, creating a feeling of “otherness.” 

So how do you ensure all students have equitable access to the full experience your school has to offer them? This is the problem that Georgetown Day School set out to solve when they developed its Equity Fund.


  • Marlo Thomas, Assistant Head for Equity and Inclusion, Georgetown Day School
  • Christopher Levy, Director of Enrollment Management and Financial Aid, Georgetown Day School
2:00 PM - 3:00 PM

Current Trends in Financial Aid


  • Jennifer Hillen, CPA, CGMA, Chief Learning Officer, National Business Officers Association


  • Alisa Evans, Managing Partner, Mission Enrollment
  • Mark Mitchell, Vice President, National Association of Independent Schools (NAIS)
  • Ann Snyder, Senior Director, Communities Engagement, Council for Advancement and Support of Education (CASE)


Time Zone: (UTC-04:00) Eastern Time (US & Canada) [Change Time Zone]

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