A “First Timer’s” Journey to the Educate Plus International Conference 

A “First Timer’s” Journey to the Educate Plus International Conference 

 

This article was submitted by Nicola Parsons | Director of Marketing & Advancement, Lindisfarne College, NZ

 

As the Director of Marketing & Advancement at Lindisfarne College in New Zealand, my professional journey has led me to many New Zealand Chapter Conferences and Summits over the years. However, attending the recent Educate Plus International Conference in Perth was my first time at an international event of this scale – a true ‘virgin’ experience for me! 

For those who don’t know me, I spent over 15 years in the marketing and project management industry, predominantly within agriculture, before stepping into my current role in 2018. Since then, I’ve been an active Educate Plus member, joining the NZ Chapter Committee three years ago and serving as the Chapter Secretary for the past year. I joined the Committee because of how much I gained from being a member, this network and its resources have been instrumental in my transition from a competitive industry to one rooted in support and shared learning. The openness and willingness of Educate Plus members to share their knowledge was not just refreshing, it was astonishing! 

For someone from a small, regional school, getting to an international conference was a significant commitment of budget resources, and I was fortunate to receive a scholarship from the NZ Chapter. This support helped me convey the benefits of attending to my school, making the financial side of things a lot more manageable. I can’t thank the chapter enough; it truly opened the door to a transformative experience. 

Arriving in Perth, I felt both excited and grateful. This was not only my first time in the city but also a unique opportunity to connect with nearly 700 advancement professionals from around the world. The camaraderie among my fellow NZ Chapter members was heartwarming; they welcomed me as part of their team, making me feel right at home. In advancement roles, we often work as ‘one-man bands,’ so being able to come together with a community of like-minded professionals was a powerful reminder that we are not alone in our challenges. 

As I reflect on the key takeaways from the sessions, here are a few that particularly resonated with me: 

1.Beyond the Parent Survey: This session prompted me to consider the full spectrum of what our ‘customers’ (our students and families) experience. It’s more than just feedback on academics—it’s about tapping into feelings of happiness, connection, belonging, gratitude, confidence, and understanding. Listening and responding to these “felt” experiences helps our school to lead by empathy. 

2. Sponsorships Matter: John Phillips from Brighton Grammar School in Melbourne gave an insightful talk on sponsorships. His advice to start small, avoid over-promising, and focus on building sustainable relationships made a strong impact. I appreciated their philosophy of treating all sponsors equally, creating a sense of unity and respect among them. 

3. Writing for a Distracted Audience: With so much of my work focused on digital communication, this session was a goldmine. My top takeaways included: 

    • Write for skimmers: Craft content that catches the eye of those who quickly scan. 
    • Know your audience’s journey: Inform, connect, and meet them where they are. 
    • Keep it clear and concise: Short sentences and clear structure make all the difference. 
    • Prioritise layout and design: From top to bottom, organise messages from “must know” to “nice to know.”

4. From Burnout to Brilliance: Trudy McDonald’s keynote on wellbeing and performance was invaluable. Her insights into managing teams inspired me to adopt daily “micro-updates”, a quick, informal five-minute check-in to share current tasks and brainstorm ways to support each other. This simple change could help our team stay focused and collaborative. 

There were so many other remarkable sessions, from “The Art of Data-Driven Storytelling” to the Fishbowl on Crisis and Reputation Management. Each speaker left me with ideas I’m eager to explore further and apply at Lindisfarne. 

I would love to share more with anyone interested so please don’t hesitate to reach out. Just as others generously shared their insights with me, I’m here to pass that knowledge forward. To CEO Mandy McFarland and the incredible Educate Plus team, I applaud your hard work. This Conference was a mammoth task that came together seamlessly, and as a member from little old Hawke’s Bay, New Zealand, I am profoundly grateful. 

I’m already counting down to Brisbane in 2026!