Building a Citizen Leadership Movement

New Kind and the Center for Creative Leadership help Ravenscroft School create excitement and momentum around an innovative leadership initiative.

Ravenscroft School in Raleigh, NC, guided by a legacy of academic excellence, has a mission to nurture individual potential and prepare students to thrive in a complex and interdependent world.

To achieve this mission, Ravenscroft paired with the Center for Creative Leadership (CCL) to develop an initiative designed to grow their community of self-actualized student leaders.

For Ravenscroft, ultimately the goal is for students to learn to lead themselves, lead with others, and change their world.

In developing the leadership curriculum with CCL, Ravenscroft embarked on a daring initiative to teach students in a new way. The challenge was to communicate the possibilities of the program to a complex community of faculty, parents, teachers, administrators, and board members, and unite them around a common vision. This is where New Kind came in. Our first step was to discover the values that Ravenscroft holds dear, and understand this community’s hopes. We had conversations and held workshops with core community members, engaging them to think about what was important about Ravenscroft today and where they saw the school in the future.



In our research we discovered key elements that set Ravenscroft apart from other independent schools. Its 150-year legacy lays a rock-solid foundation for excellence across the student experience—spanning the classroom, the sports field, the stage, and the community. Teachers and students embody community values on a day-to-day basis. We heard community members resoundingly believed Ravenscroft was uniquely positioned to change educational paradigms.

We discovered Ravenscroft’s legacy, community values, and a pioneering vision for the school’s future.

Ravenscroft is rooted in Academic Excellence.

We grow through teaching the Citizen Leader Framework.

Our community embraces possibility.

We shared what we learned with the team at Ravenscroft and held workshops to distill core ideas and clarify big visions.  Then we worked together to create a story designed to ground Ravenscroft in their legacy, while guiding them on the path to a bright future of expanded student leadership. This core story created a foundation for a cultural movement around the next chapter of Ravenscroft.

“The New Kind team was critical in developing the movement around Lead From Here. They taught us how to implement unique communication strategies to engage diverse audiences in the campaign, including students, faculty, parents and members of the Board.'” Phil Higginson
Assistant Head of School - Ravenscroft School
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