Hidden benefits of enterprise in schools

Katie Cardona reports on the added value of an enterprising approach

When schools think about initiating or developing their enterprise, their first thought is always the extra income that this will generate and the ways in which this could be put to good use. Of course, this is the main reason that schools will engage in entrepreneurial activity, but it is not the only one. It is widely accepted that schools which actively look for additional funding sources are more likely to use their resources effectively and will achieve higher levels of pupil attainment.

A successful lettings programme can generate a six-figure sum to boost a school’s coffers, but the smaller, less obvious entrepreneurial activity is often where the hidden benefit lies.

The Government likes it too
As we know, enterprise education is a high priority for the Government. Many young people today say they want to be their own boss, start their own company or make a living from a personal passion, so what better way to help them realise their ambition than by seeing enterprise at work in their own school. Enterprise should be embedded in every area of school life. If pupils see that their school is innovative, creative, prepared to take risks and make things happen, they will be encouraged to follow this example.

A leading girls’ school in Surrey organises a fashion show every two years. The sixth-form girls are the models and they are involved in the planning and organisation of the event. The last fashion show raised in the region of £15,000, 10 per cent of which was donated to charity. The pupils’ involvement in an event of this kind exposes them to many entrepreneurial skills: good communication, problem-solving, the ability to work as part of a team and have an enterprising, creative attitude – all of which will benefit the girls enormously when they enter the workplace.

Not just the money
Enterprise activity for the benefit of the pupils does not need to be solely about raising money for the school. Raising funds for charity offers pupils the opportunity to develop enterprise skills and become responsible citizens while doing something beneficial.

A leading boys’ school runs an annual community fair. The pupils vote for an executive committee to oversee the event. An entrance fee is charged to the fair which comprises a wide variety of attractions: stalls, cream teas, tours of the school, a bouncy castle and musical entertainment. The income from this event is pooled and divided between charities chosen by the organising committee and voted on by every boy in the school.
For both of these schools, these events have become well-known and prestigious features of the school calendar. Events of this nature are unique and help a school to stand out in the competitive schools market. This impacts favourably on the school’s marketing.

Schools that engage in successful enterprise should think about the beneficial effect that this has on their reputation. In the current economic climate, where it is likely that both parents work to afford school fees, the fee payers will want to see commercial awareness and good business practices in place. Do not be deterred from enterprise by thinking that this type of activity clashes with the academic, pastoral, nurturing environment normally associated with schools. When the school becomes synonymous with forward-thinking practices, this is a very effective marketing tool.

Katie Cardona is a consultant with Reed Brand Communication.

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