Choice for the Right Families

The choice system and the public system have two fundamentally different missions, and sometimes the choice crowd forgets itself and makes the difference explicit.

Take this webinar. It came to me in an e-mail blurbed "Attract the right families," and promises to introduce a three-step framework that will help schools "define their value, identify the right families, and guide them toward increased student enrollment."

The webinar is about marketing and features two marketing executives-- Amanda Duitsman for FlexPoint education, a cyber curriculum company, and Ashley Reyes for Florida Virtual School. That makes sense in a country in which school is inextricably welded to free market dynamics. It's not an anomaly; there's a whole industry out there like Schola Inbound Marketing with its promise to help Christian schools recruit "mission-appropriate families" and avoid the "rotten apple syndrome."

The free market does an excellent job of sorting out winners and losers, not just among vendors, but among customers. A business makes choices about which customers it wants to serve, and which ones it doesn't. This makes sense for restaurants or automobile dealers. No restaurant thinks it has a mission to feed every person in its area; it picks and chooses which customers it will serve.

We see this philosophy in the modern choice sector. Charter schools (like Success Academy in NYC) use a variety of obstacles and tests to shoo away families they don't want to serve. Voucher states write the laws to preserve a private school's "right" to reject students for any reason (or none at all). 

Choice fans will try to counter this argument by claiming that public schools aren't open to everyone either. But that glides past a fundamental difference in approach. The public school system says that the government has an obligation to provide your child with an education. The free market choice system says that society at large has no obligation to provide you with anything; it's your job to go find some vendor willing to educate your child. 

In that world, the public schools become holding pens for the hot potatoes that no private or charter school wants, a struggling system starved for resources and without much of a constituency to speak up for those schools.

There's one other irony in the "but public schools don't admit everyone, either" argument. The argument is that families are sorted by housing costs, and that's not wrong, but it also means that free market forces in the housing sector create educational inequity. And the solution to that free market effect is... the free market? The free market in housing has, in some times and places, been warped by prejudice and discrimination-- most notably the practice of redlining. Yet some choice advocates insist that private schools should be able to indulge in an educational version of redlining.

Attaching free market forces to education incentivizes schools of choice to be careful and selective about which students they admit. A free market choice system rejects the principle that we have a shared responsibility to make sure that every child has a decent education and replaces it with the notion that the responsibility belongs solely to the family, and that family will have to hope that they are deemed a desirable family for a school of choice to enroll. For the "right" families, choice; for the rest, good luck, caveat emptor, and here's hoping your local public school is still open.