From advisory groups and parent ambassador programs to councils and “mommy and me” programs, a group of motivated people with common interests, backgrounds, and experiences can be a powerful asset for schools. Affinity groups can advise, support, and help your school grow, which makes them a vital part of a school's ecosystem.

Starting a group is one thing, but keeping it active so it offers valuable advice, supports school events, and promotes a sense of community is a whole other challenge.

Without a clear purpose, the right mix of people, or effective communication channels, groups can lose direction and momentum or struggle to maintain member engagement altogether.

To build and sustain a successful community group, your school needs to focus on a few key aspects.

Understanding the Purpose

Plain and simple, every group needs a clear reason to exist. Whatever that reason is, it should reflect the interests and needs of its members and align with your school's goals.

Meeting Needs and Interests

• Align Group Goals: Once you know what your community cares about, align your group’s goals with these interests. For example, if there's a strong interest in alumni athletic events, consider starting a group focused on reunion games.
   
• Plan Relevant Activities: If community service is a hot topic among parents, plan activities like workshops supporting local causes or groups in need.
   
• Engage with Relevant Topics: Keep the conversation relevant. If your community is passionate about arts, start discussions about local art events or school art programs, or like Richmond Public Schools's advisory council, gather to celebrate advocacy and work to achieve the district's goals.

Determining Group Membership

Who should be in your group? It's best to be specific. If you're starting an alumni group, decide if it's for all alumni or just recent graduates. This helps in planning activities that are relevant and interesting for the group.

Identifying Potential Members

• Define the Audience: Clearly define who the group is for. For example, is your parent group for all parents or just those with children in certain grades?
   
• Consider Interests and Needs: Think about the interests and needs of potential members. A group for young alumni might focus on networking and career advice, while a group for long-time alumni might center around school legacy, fundraising, or act as a sounding board for the head of school, like Lake Forest Academy's Alumni Advisory Board.

Creating a Sense of Exclusivity

People like to feel special. You can create this feeling by offering benefits just for group members, like special events, and early access to school activities.

While it's important to be specific, also ensure your group is welcoming and inclusive. For example, if your group is for alumni, make sure all alumni feel they can participate, regardless of when they graduated.

Learning What Keeps Groups Alive

Sometimes groups start strong but then slowly lose steam because people get busy, lose interest, or the group's focus isn't clear. To keep a group going, make sure there are clear goals and regular activities that members are excited about.

Communicating Value

Make sure your group members know what they gain by being a member. Offer something valuable: networking opportunities, helpful information, or a sense of community.

Setting Clear Goals

• Define the Purpose: Clearly state what the group is about and what it hopes to achieve. For instance, if it's an alumni group, is its goal to support the school through fundraising or to provide networking opportunities for its members?


   
• Set Achievable Targets: Have specific, achievable objectives. For a parent-teacher group, this could be organizing a successful school event or improving communication between parents and teachers.

Establishing a Rhythm

Establish a regular cadence for your group's meetings to help members know what to expect.

• Decide Frequency: Determine how often your group should meet or communicate. This could be weekly, monthly, or quarterly, depending on the group's purpose and members' availability.
   
• Plan in Advance: Set dates and times for meetings or events well in advance. For example, if you have monthly Parent Association meetings, plan the dates for the entire school year and share them with the group.
   
• Clear Communication: Use email, social media, or your school's communication platform to share the schedule with all group members. Make sure it's clear and easy to find. Send reminders before each event or meeting, like a reminder a week before, followed by a day before.

  

• Stick to the Plan: Once you’ve set your schedule, stick to it as closely as possible. Richfield Public School's Advisory Council meets every other month, and that consistency builds expectations among group members.

Creating an Online Space

Most groups now meet or share information online. Choose the right platform for your group, like a Facebook group or a special section on your school's website. Keep this space updated with fresh content and make sure it's easy for members to use.

• Explore Options: Look into various platforms like Facebook, Slack, a dedicated section on your school's website, or other community platforms. Each has its own set of features, so choose one that aligns with your group's activities.
   
• Effective Communication: Communicate in ways that resonate with your group. Younger alumni might prefer updates via social media, while older alumni might appreciate newsletters or emails.
   
• Assess Your Group's Needs: Consider the size of your group, the type of content you'll share, and how your members prefer to communicate. For instance, a Facebook group might be ideal for a mom group that shares frequent updates and likes to have discussions, such as Detroit Catholic Central's Mothers' Club.

Keeping the Space Updated

An active online space is a sign of an active, vibrant group. Regular updates keep the group lively and informative.

• Regular Content Updates: Post updates, news, event information, and other relevant content consistently. This could be a mix of reminders about upcoming meetings, highlights from past events, and interesting articles or resources.
   
• Engaging Formats: Use a variety of formats like text posts, images, videos, and polls to keep the content engaging and varied.
   
• Moderation: Regularly check the space for any issues like inappropriate comments or spam and address them promptly.
   
• Making It User-Friendly: An online space should be easy and pleasant to use, encouraging members to visit and participate regularly.
   
• Mobile Accessibility: More than half of users access online content on their phones, so make sure your online space is mobile-friendly.
   
• Help and Support: Provide clear instructions on how to use the platform and whom to contact for help. This could be a simple how-to guide or an FAQ section.

Imagine you’re managing an alumni group. Here’s how you can maintain an engaging online space:

• Facebook Group: Choose a Facebook group for easy access and familiarity. Use the group to post updates about alumni events, share news about alumni achievements, and facilitate discussions.
  


• Regular Updates: Share a weekly post about what's happening in the school or with the alumni. Include photos from recent alumni gatherings or school events.

As one of the oldest alumni associations in the country, the Saint Xavier Alumni Association engages 19,000 active alumni across 50 states and at least 20 foreign countries with regular events, updates, phonations, reunions, and more. 

Keeping Members Excited

• Engagement: Actively engage members in decision-making. Let them have a say in the types of activities planned or topics discussed.
   
• Communication: Keep the lines of communication open. Regular newsletters, social media updates, or a dedicated online portal can keep members informed and involved.
   
• Recognition: Recognize and appreciate the contributions of members. Acknowledging their efforts can be a big motivator for continued participation.

Key Takeaway

Starting and maintaining a community group at your school can be a rewarding experience. It helps in building a strong, engaged community around your school, but only if it's managed and organized well. Use these steps as a guide, and don't be afraid to try new things.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.