AASA, The School Superintendents Association

Background

Founded in 1865, AASA, The School Superintendents Association, is a professional organization dedicated to supporting and developing effective school system leaders committed to providing high-quality public education for all children. With a membership exceeding 14,000 educational leaders across the United States, AASA serves as the national voice for public education and district leadership on Capitol Hill. The association's mission is to advocate for equitable access to the highest quality public education and to develop and support school system leaders.

Key Strategic Focus

AASA's strategic focus encompasses:

Professional Development: Offering programs like the Aspiring Superintendents Academy® to equip future leaders with essential skills.

Advocacy: Representing educational leaders' interests at the federal level to influence education policy.

Resource Provision: Publishing materials such as the School Administrator magazine to disseminate best practices and research.

Equity Initiatives: Promoting equitable access to quality education for all students.

These efforts aim to enhance the effectiveness of school system leaders and improve educational outcomes nationwide.

Financials and Funding

As of the fiscal year ending June 2021, AASA reported total revenue of approximately $12.79 million, with total functional expenses around $10.72 million. The organization's assets stood at $25.51 million, and liabilities were $11.54 million. AASA's revenue streams include membership dues, program service revenue, and contributions.

Pipeline Development

AASA continually develops programs and initiatives to support educational leaders. Recent offerings include the Leadership for Well-being and Learning Cohort, aimed at fostering environments where both well-being and academic success thrive, and the Real Skills for Real Life Summit, focusing on cognitive capabilities shaping students' futures.

Technological Platform and Innovation

AASA utilizes a range of technologies to support its operations and member services, including:

Content Management: WordPress for website management.

Customer Relationship Management: Microsoft Dynamics for member engagement.

Marketing Automation: Eloqua for targeted communications.

Email Delivery: Amazon SES and SendGrid for efficient communication.

These platforms enable AASA to effectively manage resources, engage with members, and disseminate information.

Leadership Team

AASA's leadership comprises experienced professionals dedicated to advancing public education:

David R. Schuler, Ph.D.: Executive Director. Previously served as superintendent for Illinois’ High School District 214.

Tammy Barbara: Chief Business Development Officer.

Chris Daw: Chief of Staff.

Kristine Gilmore, Ed.D.: Chief Leadership & Learning Officer.

Erin McCallum: Chief Communications, Marketing & Strategy Officer.

Noelle Ellerson Ng: Chief Advocacy & Governance Officer.

Tony Schlorff: Chief Financial & Integrated Services Officer.

This team oversees AASA's strategic initiatives, advocacy efforts, and member services.

Leadership Changes

In 2024, David R. Schuler, Ph.D., assumed the role of Executive Director, bringing extensive experience from his tenure as superintendent of Illinois’ High School District 214.

Competitor Profile

Market Insights and Dynamics:

The education management industry is characterized by organizations dedicated to supporting educational leaders through professional development, advocacy, and resource provision. The market is influenced by policy changes, technological advancements, and the evolving needs of educational institutions.

Competitor Analysis:

Key competitors include:

National Association of School Superintendents (NASS): Founded in 2009, NASS offers professional development and advocacy for school superintendents across the U.S.

National School Boards Association (NSBA): Provides training and advocacy for school board members, focusing on governance and policy.

American Federation of School Administrators (AFSA): Represents school administrators, offering professional development and labor representation.

These organizations share similar missions but differ in membership focus and service offerings.

Strategic Collaborations and Partnerships

AASA has established significant partnerships to enhance its impact:

University of La Verne: Collaborated to expand professional development and create a West Coast hub for activities supporting K-12 school district leaders.

Greenlights Grant Initiative: Partnered to support districts in securing funding for educational programs.

National Association of Secondary School Principals (NASSP): Joined forces to support leadership development for principals and superintendents.

These collaborations aim to strengthen AASA's support for educational leaders nationwide.

Operational Insights

AASA differentiates itself through a comprehensive approach that includes advocacy, professional development, and resource provision tailored specifically for superintendents and senior-level administrators. Its long-standing history and extensive membership base provide a robust platform for influencing education policy and practice.