President’s Report – NSW/ACT Chapter – Term 4 2025

As we close out 2025, Advancement professionals across NSW and the ACT are navigating one of the most dynamic periods our sector has seen in many years. Through our Forums, SIGs, Regional Conversations, Coffee Catch-ups and our largest ever Summit, we have heard directly from you about the changing expectations, pressures and opportunities shaping your work. When combined with current sectorial data, a clear picture of the landscape we are working in emerges.

Demographic Shifts: The New Reality for Schools

According to the Australian Bureau of Statistics, Australia’s fertility rate fell again to 1.48 babies per woman in 2024, one of the lowest on record. The ABS also recorded 292,318 births, still well below pre-pandemic levels, and reported a rise in median maternal age to 32.1.

These trends are already shaping enrolment behaviour. National Schools Data (ACARA, 2024) shows that primary enrolments grew by only 0.4% this year, effectively flat when compared with historical growth. In practical terms, schools are now drawing from a smaller and slower-growing pool of school aged children, spread unevenly across regions.

For advancement teams, this means heightened competition, later decision making from families, and greater movement between schools. It requires sharper strategy, clearer messaging and a deep understanding of local patterns.

Marketing and Communications: Standing Out in a Saturated Digital Environment

Across the year, members consistently expressed the pressure to communicate clearly and quickly in a fast-moving digital environment. Sector commentary from AISNSW along with broader national research on digital engagement, shows that families are increasingly time-poor and overwhelmed by information.

The most effective school communication now blends clarity, warmth and consistency. While AI tools have helped streamline workflow, families continue to respond strongest to authentic, human-centred storytelling. We are also seeing heightened expectations around transparency and the ethical use of data, expectations that sit at the heart of trust, reputation and engagement.

Fundraising and Community Engagement: Building Sustainable Approaches

Economic conditions over the past 18–24 months, including rising living costs and tighter household budgets, appear to be influencing donor behaviour across the broader philanthropy sector. While school-specific fundraising data is limited, national giving reports indicate that donors are becoming more selective and increasingly focused on clarity of impact, confidence in governance and long-term purpose.

Schools that communicate thoughtfully and invest in genuine, long-term relationships are seeing stronger and more consistent results. Monthly giving programs continue to grow, providing more predictable revenue, and many schools are prioritising sustainable, community-focused approaches to fundraising that build trust over time.

Looking Ahead

This year has highlighted the strength, openness and generosity of our membership. Your willingness to share experiences, challenges and ideas has shaped our understanding of our sector and will directly inform our 2026 professional development program to ensure it remains practical, relevant and responsive to the realities of your work.

Thank you for your engagement across 2025. It has been a privilege to lead the Chapter this year alongside our extraordinary Committee, and we look forward to continuing this work with you in 2026.

Yvette Graniero

President, NSW/ACT Chapter
Educate Plus

Thank You to our 2025 Chapter Committee

To our incredible educate+ NSW/ACT Chapter Committee Members, thank you for the passion, professionalism and generosity you bring to our community.

In 2025, your energy has driven record engagement, strengthened our Advancement networks, and helped deliver meaningful experiences. We are deeply grateful for your time, wisdom and commitment. 

Yvette Graniero F.EdPlus CHAPTER PRESIDENT Director of Community Relations, Santa Sabina College	Hannah Atwell CHAPTER VICE PRESIDENT  Director of Advancement, St Andrew’s College	Dana Casimaty F.EdPlus CHAPTER TREASURER Advancement Consultant	Lyn O’Neill F.EdPlus Chapter Secretary Advancement Consultant
Geoff Anderson COMMITTEE MEMBER   Video Producer, Sonic Sight	Trish Cartwright COMMITTEE MEMBER Admissions Consultant	Nicole Crabb COMMITTEE MEMBER Director of Development, Queenwood School	John Da Cruz F.EdPlus COMMITTEE MEMBER   Director of Development PLC Sydney
Jackie Dalton F.EdPlus COMMITTEE MEMBER Director of Philanthropy, Frensham Schools	Sandy Goddard F.EdPlus COMMITTEE MEMBER  Director of Community Development, Canberra Grammar School	Robyn Hope COMMITTEE MEMBER  Registrar, Hunter Valley Grammar School	Sara Jones COMMITTEE MEMBER  Director of Philanthropy, Pymble ladies’ College
Mandy Loomes COMMITTEE MEMBER Director Community Engagement, Brigidine College St Ives	Karen Smith COMMITTEE MEMBER   Director of Admissions, Redlands	Sebastian Wattam COMMITTEE MEMBER Marketing and Communications Manager, St Joseph’s College Hunters Hill

Welcome to Our Newest Members

We extend a very warm welcome to our latest Members, who have recently joined us since the last NSW/ACT eNewsletter.

We are thrilled to have you as part of our NSW/ACT Chapter community!

Educate Plus Building Futures International Conference, Brisbane 2026!

Step into a world alive with possibility at the Educate Plus Building Futures International Conference, Brisbane 2026!

Learn More / Register Here

Bathed in Queensland’s sunshine and framed by the winding Brisbane River, this premier event offers six dynamic streams—each crafted to inspire Advancement professionals, institutional leaders, and operations staff across Australia, New Zealand and Asia. With the Olympic city’s vibrancy, warmth and inspirational spirit as our backdrop, it’s the perfect place to look ahead and build what’s next.

We invite you to immerse yourself in bold ideas, fresh strategies, and practical solutions that are shaping the future of Advancement. Connect with experts, innovators and peers, and return home with new perspectives and powerful connections to drive impact in your own community.

This is more than a Conference—it’s a celebration of collaboration, learning, and shared ambition. Together, we’ll ignite new thinking, nurture professional growth, and set a course for brighter futures.

	Member Rates – Full Registration: Early Bird (to 31 March): AUD $1,480 +gst Pre-Conference Workshops: AUD $400 + gst 10% Group Discount Available (3 or more)
	Non-Member Rates – Full Registration: Early Bird (to 31 March: AUD $1,920 +gst Pre-Conference Workshops: AUD $500 +gst 10% Group Discount Available (3 or more)

CLICK HERE to Apply for a Bursary	CLICK HERE to Apply for a Newcomer Scholarship	CLICK HERE to Apply for a New Leader Scholarship

We can’t wait to welcome you to Brisbane in September 2026 — let’s make this the best Educate Plus Conference ever!

Learn More / Register Here

Thank You to our International Conference Sponsors:

Platinum Sponsor	Excellence Awards Sponsor	Gold Sponsor
Gold Sponsor	Welcome Event Sponsor	Celebration Event Sponsor
Silver Sponsor	Silver Sponsor	City Sponsor

NSW/ACT Summit 2025: Two Days of Making Tomorrow, Together 

From the moment delegates arrived, the energy was unmistakable. Junkyard Beats opened Day 1 with vibrant percussion, rhythm and audience interaction that set a lively tone for the two days ahead. 

Twenty-five years after winning gold at the Sydney Olympics, Kerri Pottharst OAM OLY took the stage as the keynote, not to reflect on the past, but to explore what it takes to build what comes next. Momentum, mindset and the quiet discipline behind every high-performing team shaped her keynote. It was the perfect beginning for a Summit centred on the theme Make Tomorrow: Creating the Future Together. 

More than 300 delegates gathered for two days of conversation, learning and connection. With five robust learning streams: Admissions, Alumni & Community Engagement, Fundraising, Marketing & Communications, and People & Culture, the program reflected a profession deeply invested in shaping what schools will need tomorrow, not simply responding to today. 

Across the program, one idea continually resurfaced: tomorrow doesn’t arrive fully formed. It is made—through decisions, leadership, creativity, insight and action taken today, grounded in the needs of our unique communities. 

Admissions 

The Admissions stream embodied this future-making mindset. Discussions around AI, disability inclusion, enrolment decision-making and data strategy were not simply operational, they focused on designing better pathways for families, clarity for schools and sustainable growth. Sessions such as AI for Admissions, Enrol Me In!, and Admissions with Intention highlighted how enrolment teams are rethinking processes for the decade ahead. 

Alumni & Community Engagement 

In the Alumni stream, practitioners explored how to build communities that remain connected long after graduation. Archives, mentoring, digital engagement and renewed approaches to storytelling all pointed toward strengthening communities that endure because people feel seen, valued and included. 

Fundraising 

Fundraising sessions continued the forward-looking theme. From generational giving to major gifts, delegates examined not only how donors give but why. Long-term stewardship, clarity of purpose and authentic relationships emerged as essential foundations for tomorrow’s fundraising success.  

Marketing & Communications 

Marketing practitioners leaned into innovation and adaptability. Conversations around emotive storytelling, savvy rebranding and the practical realities of paid social media prompted lively discussion. These sessions went well beyond tactics, challenging delegates to think strategically about building school identities that connect meaningfully with the families of the future. 

People & Culture — A Standout Stream Shaping the Future 

The People & Culture stream quickly became one of the standout successes of the Summit. Sessions on staff wellbeing, recruitment, retention, legal responsibilities and leading through change were packed from start to finish. Delegates spoke candidly about the pressures facing school teams and the need for cultures that support people as well as performance. 

Day 2 opened with Dr Adam Fraser, whose keynote on The Third Space invited delegates to consider the moments in between—the mental reset that allows individuals and teams to shift gears with intention. It was a grounding and reflective start to the day. 

Breakout sessions spanned global student belonging, milestone celebrations, AI-enabled marketing, leadership through uncertainty and the complexities of international philanthropy. Delegates moved through sessions with a shared sense of purpose, openly exploring challenges and exchanging ideas. 

The Summit closed with Mark McCrindle, who zoomed out to reveal the societal patterns influencing schools today—generational shifts, community expectations and demographic change. His keynote mapped out the demographic and generational trends reshaping the educational landscape, giving delegates the context needed to plan for what lies ahead. 

Thank You 

Thank you to everyone who contributed, presented and attended the 2025 Summit. Delegates returned to their schools with fresh insight, renewed momentum and a shared commitment to Make Tomorrow—and make it together. 

Upcoming In-Person Events

Advancement Practitioner Training 2026 – Melbourne

Join us for the 2026 Advancement Practitioner Training (APT) Program — an immersive hands-on program designed to empower and inspire those newer to the Advancement industry.

Event Details

Date: 16 March 2026 to 17 March 2026
Time: 8:30 am – 5:00pm
Venue: Cliftons Melbourne, Level 2, 440 Collins St, Melbourne VIC 3000

Learn More / Register Here

2026 Building Futures International Conference – Brisbane

This event is set to be the pinnacle gathering for our Educate+ community in 2026, and will be a powerful blend of inspiration, future-focused thinking, hands-on learning, and meaningful connection with Advancement professionals from across Australia, New Zealand and Asia.

Event Details

Date: 1 September 2026 to 4 September 2026
Venue: Brisbane Convention & Exhibition Centre, Grey St, South Brisbane QLD 4101

Learn More / Register Here

When Brand Strategy Leads, Great Things Follow: A Case for Strategic Investment

In schools and universities, brand is too often mistaken for a campaign, a website, a logo, or an asset library waiting to be refreshed. But brand is not decoration; Brand is protection. When crafted with intelligence and authenticity, it is one of the strongest mechanisms a school has to secure enrolments, attract and retain exceptional staff, deepen alumni loyalty, and unlock philanthropy and fundraising potential. Simply put, brand sits at the centre of the institution’s value chain, informing, enabling, and strengthening everything that flows from it.

Marketing communications can exist without a strong brand and in fact they often do, which is precisely the problem. Despite (often lean) inhouse Marketing teams working hard on events, social and digital media, out-of-home advertising, internal communications, parent engagement and many hundreds of other touchpoints, these outputs can still float about unprotected and undervalued. Why? Because without rigorous brand strategy, there is no true anchoring point – no connection between activity and impact. What comes next? Unnecessary expenditure: money, time, and internal energy spent trying to convince people of something the organisation may have never fully defined. 

The Solution: Brand. 

Brand is the intelligence that gives every action weight. It clarifies who you are and why you exist, not just what you do. When brand is clear, enrolments grow because families recognise alignment: the intangibles that connect on a deeper level. Staff stay longer because the employee value proposition resonates as truth, not spin. Alumni enthusiastically participate because they see themselves in the institution’s story. And philanthropy flourishes because donors invest in purpose, not just buildings. 

This is why brand must be a financial decision before it is a design decision. Because without clear brand strategy, marketing spend becomes a liability, not an investment. 

A strong brand shapes how you respond to change, not merely that you respond. It gives your school a distinct voice and a clear position in a crowded, competitive environment. Instead of chasing trends, this allows you to speak from a place of identity, cutting through with relevance, not just volume. Data from McCrindle reinforces this shift: schools with a clearly expressed personality and relatable identity are best positioned to thrive in 2026 and beyond. In the fast-evolving educational landscape, brand clarity isn’t a trend; it’s becoming the benchmark. 

So, as we look toward 2026, consider this: Your school’s brand is not a series of touchpoints; but a living expression of your purpose. And when nurtured well, it protects every dollar that follows.  

1. What is the financial cost of a brand your community can’t articulate? 

1. How much are you overspending on marketing because your brand isn’t doing the heavy lifting? 

1. If your brand were fully fortified, how much more integrated (and effective) could your marketing activities become? 

If you need help unpacking these questions, drop us a line – we’d love to help. 

Jeremy Baird 
Managing Director 
Blueboat 

0414 401 975
Jeremy@blueboat.com.au
blueboat.com.au

Let’s Meet a Chapter Member

Each eNews, we introduce you to one of our wonderful Chapter Members, through a question-and-answer type interview article.

This week the Member in the hotseat is: Mary Calabro, Admissions Manager, Cranbrook School

What motivated you to join the Committee? 

I was motivated to join the educate+ Committee to be part of a collaborative learning community where colleagues openly share their knowledge, stay current in a rapidly evolving industry and build strong supportive professional relationships. 

When and where did your career in education begin?  

My career in the Education sector began at NSW Teachers’ Federation where I worked as a Network Engineer.  This role provided a valuable foundation, offering insights into the challenges teachers face and the importance of strong advocacy within the sector.  It was a formative experience that shaped my understanding of educational environments and the support systems around them. 

What interests you most in terms of your role? 

What I appreciate most about my current role is its scope and variety. I have the privilege of working closely with families while collaborating across key areas of the school, including boarding, wellbeing, learning support and academic departments.  This interconnectedness creates a dynamic environment where every day brings new opportunities to contribute to the student and family experience. 

 What is the most rewarding aspect of your job? 

The most reward part of my job is guiding families through a competitive Admissions process and helping them achieve a successful and meaningful outcome. Playing a role in their introduction to the school community is a responsibility I value greatly. 

What do you love most about your role? 

I thrive on the pace and diversity of the role.  The constant movement and the various interactions keep the work engaging and allow me to build stronger connections across the school. 

What are you currently doing that would interest other members in Educate Plus? 

I am currently part of the project team migrating to a new Enrolment platform and school management system.  This is significant in helping us transition from manual processes to more streamlined automate workflows enhancing the experience for families and improving operational efficiency across the school.  This is particularly important to use as we prepare for the transition to becoming a coeducational school, this milestone brings new opportunities and strengthen our offering and support a broader range of students and families. 

For anyone embarking on a role in Advancement what advice would you give them? 

For those beginning their journey in Advancement, I would emphasis the excitement and momentum that come with the role. With a pipeline of work that’s spans two to three year and multiple entry points.  The environment is fast paced and continually evolving.  It’s a dynamic and rewarding space for those who enjoy building relationships and contributing to long term strategic outcomes. 

What’s one small daily ritual that helps you do your best work? 

Each morning, I grab a coffee and pause as I enter the school gates to take in the beautiful harbour view.  I take a few deep breaths and remind myself how grateful I am to work in such a beautiful setting. 

The Best Lessons from Schools Conversations This Year 

“We thought we needed another big appeal… but really, one meaningful conversation was all it took.”  

That line came from a Head of Development during one of our final school visits of the year – said with a knowing smile and a hint of relief.  

After what will have been – for many of you – a whirlwind of appeals, events, campaigns, and the endless juggling of school calendars, parent committees (and the odd cameo at the sports day turning sausages), it was confirmation that less is certainly often more. 

As we’ve reflected on other great conversations we’ve had with schools this year, one thing stands out: the philanthropy programs achieving the most impressive results all share a few core truths. These aren’t new, but they’re the foundation of best-practice fundraising done well. 

1. Major gifts deserve your major focus.
   Behind every great school philanthropy program are relationships with major donors built over years. Major donor work takes time, a proper model, trust and resourcing! But it’s where the biggest impact (and joy) often lies. 

2. Stewardship is the heartbeat, but it needs structure.
   Structured, purposeful, pre-planned stewardship activities turn donors into advocates. Spending time mapping out thoughtful recognition and ongoing engagement will build momentum faster than any gala ball ever will.

3. Leadership from within drives success.
   The most effective programs harness the passion, insight, and networks of schools and school community leaders. When internal champions are actively involved, your programs gain credibility, momentum and reach far beyond what fundraising staff alone can achieve (and yes, this may include you!).

As 2025 winds down, we’re grateful for the incredible generosity, creativity, and grit we’ve seen across the Educate Plus community. Here’s to a 2026 defined by purpose, partnership, and let’s face it, serving the odd sausage in bread or two.  

DGB Global is proud to be a 2025 Chapter Sponsor of Educate Plus, supporting excellence in philanthropy across the education sector and delivering campaigns and fundraising programs across Australia. 

DGB Global 

How to Make School Photography Easy …

Thank you to advancedlife for their support of the QLD Chapter!

For more than 40 years, we’ve photographed Primary Schools and High Schools with enrolments ranging from four to 4000 students nationally. As the largest family-owned school photography company in Australia, we bring unparalleled expertise to coordinating, photographing, and delivering your school photos. At advancedlife, we are dedicated to making images and data useful and accessible, so you can focus on more important things.

We use the highest quality Canon cameras and industry leading printers to ensure every photo is crisp, clear, and professionally finished. Our advanced systems and products are designed to be easy to use, instantly available, and responsive to your evolving needs, ensuring a seamless and efficient photography process that delivers high-quality images schools and families can rely on. We capture, print, and archive stunning school photos that your community will love.

We have been a proud long term Chapter sponsor for Educate Plus in Educate Plus in Queensland, supporting the professional development of those working in school administration, admissions, marketing, and fundraising. As a Chapter sponsor, we are committed to strengthening our connection with the education sector and contributing to the success of professionals who help schools thrive.

Our free online school photography services streamline the entire process, making it easier for schools to manage student records and access high quality images. Our offerings include:

• advancedaccess, a secure image archive for schools
• advancedcapture, which allows schools to take images of newly enrolled students using a mobile device
• create & print, which enables schools to customise artwork using their own images and data
• advancedyou, a personal image archive for every student, ensuring memories are preserved and accessible

We make school photography easy so you don’t have to worry.

Want to know more? Let’s talk.
📧 contactus@advancedlife.com.au
📞 1300 728 972
🌐 www.advancedlife.com.au

Engaging the Next Generation of School Parents

Article submitted by Grant Dusting, Director of Strategy at McCrindle.

Understanding the emerging generation of parents 

You don’t need me to tell you that the education landscape is transforming. But while everyone is talking tech and AI, our stakeholders are people at the end of the day (at least, for now)! Engaging your parent community means understanding Generation Y (born 1980-1994) and Generation Z (born 1995-2009), who over the next decade will become the dominant cohort of parents. As digital natives expecting greater flexibility, accessibility, and approachable leadership, this emerging generation of parents brings distinct expectations for communication and engagement to schooling. 

Realities for today’s parents and barriers to engagement 

Our latest research reveals parents, despite a strong desire for involvement, are often time-poor. The increasing number of women and mothers in the workforce, and families feeling rushed, highlights the need for flexible school involvement. Common barriers like lack of time and work schedule conflicts exist. Schools must develop robust engagement strategies with clear communication, minimising administrative burdens, and aligning with the digital expectations of Gen Y and Z. 

Shifting parental expectations: from contributor to consumer? 

We’re observing a subtle but significant shift towards a ‘consumer’ approach to education. While parents desire partnership, many view the school as leading, sometimes transactionally. Schools that can reframe this mindset and foster genuine partnership are more likely to have a highly engaged parent community. 

Leadership response: develop a robust parent engagement strategy 

Looking to the decade ahead, creating strong partnerships with parents is crucial for fostering thriving learning environments. Effective leadership demands a robust engagement strategy to enhance trust and collaboration. This strategy must acknowledge the evolving expectations of Gen Y and Z, supporting their involvement, mitigating barriers, and adapting to the shifting parent-school dynamic. McCrindle’s Thriving Schools Index offers a valuable framework for enabling schools to understand community needs, pinpoint barriers, and craft targeted approaches for stronger connections. 

For a deeper dive into these insights and an exploration of the future of education, the full Reimagining Education Towards 2035 report is available. Access it free with your McCrindle+ subscription for exclusive content.  

Download our free Reimagining Education Towards 2035 infographic. 

Sign up for McCrindle+ here.  

Educate Plus members receive 10% off our Thriving Schools Index package – mention your membership when enquiring. 

Thank You to Our Partners and Sponsors

We’d like to extend a huge ‘Thank You’ to our valuable Strategic and Chapter Partners, who support Educate Plus and the NSW/ACT Chapter in our activities and enable us to provide wonderful opportunities to our members and non-members. We ask that you please consider supporting them, so that in turn, they can continue to support us. 

Thank You to our 2025 NSW/ACT Chapter Sponsors

Thank You to our 2025 NSW/ACT Professional Development and Promotional Sponsors

Thank You to our Educate Plus Strategic Partners

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Stay Connected…

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