The Year in Review.

The past year can best be described as a critical transition year for the American Association of School Administrators.

We started the year still shaky from two years of traumatic cost-cutting, staff reductions and program terminations. We were still in transition from an association aimed to be all things to all school administrators to one that exists to meet the needs of the superintendency-those now in the role, those who prepare people for that role and those who aspire to that role.

We began the year knowing we needed to increase and sharpen our efforts to communicate our vision and mission to the membership. At the same time we were determined to use our growing access to the national media to reach the broader public so that we could promote public schools and present the views of the nation's school leaders on issues affecting the profession.

Looking back at 1997, we can document considerable success. A summary of the years highlights at AASA include the following:

* Obtained the necessary fiscal security to get the internal focus off the need for restraint and onto the need for growth in membership services and expansion of the association's advocacy efforts;

* Completed an association-wide planning process involving the Executive Committee that produced an exciting, action-oriented program plan for FY'98 and beyond;

* Completed an extensive membership survey, supplemented by focus groups, that led to an expanded advocacy focus on children, public schools and the superintendency plus the introduction of new activities relating to technology, communication and the changing role of school superintendents;

* Expanded significantly the capacity of the association to respond quickly and efficiently to membership requests for assistance and service by upgrading technology in the headquarters and training AASA staff in its use;

* Increased the commitment and effectiveness of the staff by clarifying policies and procedures, establishing clear lines of authority and constructing working teams into task forces that align with the association's vision and goals; and

* Positioned the AASA executive director as one of the most-sought-after spokespersons for public schools, children and superintendents through adroit use of the national media; furthermore, positioned the association so that its chief executive officer is increasingly seen as a reasonable but thought-provoking education authority who can provide a "wedge' point of view between the polarized positions taken by more strident interest groups.

Here are some of the year's highlights for AASA.

BUDGET AND FINANCE

The association's net worth is at an all-time best. Our fiscal year ended with an excess of more than $800,000; by adding this to the association's reserves, we were able to push the amount of money in our investment portfolio beyond the $3 million mark. Furthermore, the association's liabilities were reduced 67 percent.

MEMBERSHIP SERVICES

The association has sharpened its focus. By analyzing the results of a large membership poll, supplemented by focus groups, we were able to determine what AASA was doing well and where it needed to improve. These findings, combined with an analysis of the issues facing the profession, became the grist of a day-long discussion by the Executive Committee at its "blue-sky" planning meeting.

From this work emerged a much sharper focused association as reflected in the FY'98 program plan approved by the Executive Committee at its September meeting. That is, AASA has publicly declared its advocacy on behalf of children, public schools and the superintendency. The association has announced its intent to introduce new products and services and to greatly improve its communication with its membership.

The association has strengthened its ability to respond to membership demands. During the past year AASA installed an entirely new membership data system that not only will save NASA money but will greatly increase the reliability and use of the data For example, the system has greatly improved the ability of AASA to interact with state membership data systems, to speed up the registration of participants at AASA conferences and seminars and even to reduce the association's postal rates by using the new Zip+4 bar coding system.

PROFESSIONAL DEVELOPMENT

The association put on a .1 series of well-received conferences and seminars. AASA staged a highly acclaimed National Conference on Education in Orlando, Fla. Although registration numbers were a little less than expected, sales of cassette tapes were up by 28 percent and education exhibit sales, hotel-related revenue and architectural exhibit sales exceeded projections.

Attendance at both the rural/small schools and suburban schools summer conferences was up by at least 10 percent. Eight workshops regarding the new E-rate discounts attracted nearly 2,000 AASA members and produced income of about $30,000. The Women Administrators' Conference was well attended, attracting more than 100 people. And the "We Care" legislative conference in Washington, D.C., attracted 260 administrators.

PUBLIC AFFAIRS AND ADVOCACY

Legislatively, AASA had an ding year. The biggest issue before Congress was the reauthorization of the Individuals with Disabilities Education Act. We were instrumental in changing the funding formula so that the proportion of funds going to school districts rose from 75 percent to 100 percent (minus the inflation rate, resulting in 97.9 percent of the funding going to school districts).

In addition, in major baffles with associations representing the interests of states, AASA was able to require state education agencies to maintain their spending for special education and to establish financial responsibility agreements for related and supportive services in other health and human service agencies.

AASA also was instrumental in coalition efforts to defeat three voucher bills; to develop regulations and implementation forms for E-rate discounts; and to guide Congress' thinking about the deregulation of electrical utilities.

COMMUNICATIONS

Our communications efforts met with considerable success. Our membership department created and distributed a popular new publication, Leaders' Edge.

Our webmaster has greatly expanded the number of visitors to AASA's homepage. Her personal workshops for members at the rural/small schools conference were a big hit and this demonstrates again the future utility of this medium among the AASA membership. Further evidence of the worth of this new medium is the fact 250 superintendents have already subscribed to a new AASA listserve known as the SUPER-LIST, operated by the editor of The School Administrator magazine. And AASA's internal newsletter, News & Views, moved from print to electronic during the year.

The award-winning School Administrator added to its trophy case an Educational Press Association of America "Distinguished Achievement Award for Excellence in Educational Journalism" for the May 1996 issue on "The Contrarians."

During the year the magazine underwent a major facelift. It emerged from the redesign with several new editorial features and departments as well as a more sophisticated, up-to-date graphic design. Financially, The School Administrator exceeded projections for its advertising revenue and Leadership News exceeded its projections for Job Bulletin revenue by more than 200 percent.

DEVELOPMENT

During the year the AASA Leadership for Learning Foundation began to bit its stride and produce the kinds of relationships that we foresaw when we created it nearly two years ago. For one thing, the foundation was able to convince Communities In Schools to attach its 1997 conference with AASA's National Conference, resulting in 70 additional paid registrants and additional support for conference activities.

The foundation also brought in a three-year federal grant from the Environmental Protection Agency and $376,350 in sponsorships for various AASA

functions. Current relationships hold significant promise for additional funding in the years ahead.

Through our development and foundation efforts, AASA is now a leader of America's Promise, the official follow-up to the President's Summit for America's Future. This historic project places school systems at the crossroads and superintendents as important conveners of their communities.

PUBLIC RELATIONS AND MEMBER SERVICES

In 1997, AASA brought clarity to education issues through the news media and through personal appearances. My numerous public speaking engagements took me to 23 states; my colleagues also made a substantial number of presentations.

AASA remains a primary resource for the news media, including wire services, newspapers, magazines, on-line services and radio and television stations and networks. For example, I appeared on CNN, NBC, CBS, PBS, Fox News Network, America's Talking Network, News Talk Television and C-SPAN. I am a frequent guest on both talk television and talk radio programs.

In addition, my writings have appeared in education newspapers and journals. My regular columns for Leadership News also ran, through a syndication arrangement, in newspapers nationwide. As well, because members frequently asked whether these writings were available in one convenient source, AASA published Articles of Faith and Hope in Public Education.

AASA was able to meet members' needs for information about new legislation with two useful publications, Maximizing Your E-Rate Discount and Challenges and Opportunities: An Administrator's Guide to the New IDEA. Both of these have been well received.

In addition, as a member service, we provided copies of two excellent reports in conjunction with Educational Research Services: Understanding Education Statistics: It's Easier (and More Important) Than You Think by Gerald Bracey and What Do We Know About Declining (or Rising) Student Achievement by Richard Rothstein.

In conclusion, based on our efforts during this past fiscal year, the association today is well managed, fiscally healthy and poised for major expansion. We foresee growth in staffing, budgets and services. We believe AASA's credibility with its membership will continue growing as we achieve more and more coherence in our mission and programs.

Finally, I have confidence that our organization's reputation as an effective and progressive commentator will grow in the coming year, thereby increasing our national exposure and in the process increasing credibility and respect of both the association and its members.