CMS requires schools profit on student pictures. District says there’s a reason for that
Charlotte-Mecklenburg Schools mandates a profit on student picture packages as a fundraising tactic, says the leader of a national association for school photography and yearbooks.
David Crandall, executive director of School Photographers of America, told The Charlotte Observer a CMS board policy mandates school pictures and yearbooks be treated as fundraisers and forces school principals ensure at least a 20% profit on packages. CMS officials say the regulation is there to protect families and extra money goes toward a good cause — right back to each school.
Crandall, whose duties include protecting the industry from “unhealthy” business practices, says over the course of last year he’s received concerns from yearbook and picture companies about CMS’ policy.
“How is this equitable for all families?” Crandall said. “This hurts the entire industry and in cases of many communities that wish to purchase, are unable too due to these policies.”
Crandall wants the policy, which he calls “rare across the country,” to be changed and for CMS families to demand the policy be dropped.
But Charles Jeter, the executive director of government affairs, policy and board services for CMS, says regulations are in place to protect families from being overcharged.
“I can assure you Mr. Crandall’s No. 1 concern is not for the students and families in CMS,” Jeter told the Observer on Friday. “I can tell you his concern is to ensure the photo companies make a profit. We have regulations in place to ensure our families are getting the best prices, and that every penny the schools make stays with the schools.”
And private profits appear to be a factor.
Crandall says when districts don’t treat school pictures and yearbooks as fundraisers, there’s enough money leftover for companies to make money and offer complimentary services like ID cards. But districts like CMS leave “companies upside down” once you take print, shipping and labor costs out of total sales.
Interim Superintendent Crystal Hill told the Observer negotiations between the vendor and school dictate the final amount of profit for the school, and “utilizing school pictures as a fundraiser is a common practice among schools around the country.”
Crandall, who is based in Greensboro, says he knows of no other county or district in the U.S. that has a policy specifically naming school photos and yearbooks as mandatory fundraisers.
“When school pictures and/or yearbooks are used as a fundraiser, resulting in raised prices, the participation rate within a school decreases,” Crandall said. “Meaning fewer families purchase pictures at the school. Besides our products and services serving as huge safety programs in schools, they are a cherished tradition for families.”
What is the CMS policy?
The CMS school board policy referencing student fundraising activities, which was originally adopted in 1979 and revised in October 2022, says schools should profit no less than 20% of gross retail sales of school photos or yearbooks. Vendors also must include a minimum photo package priced at $10, and include a choice of backgrounds, picture size and package combination, according to the policy.
The district’s elementary schools cannot charge parents more than $20 plus tax and shipping costs for a yearbook, according to the policy. Middle schools must offer parents a maximum option of $26 plus tax and shipping costs for a yearbook.
There is no maximum selling price for high school yearbooks — other than the price being a “reasonable amount based on the quoted cost of producing the book, and the price must include shipping charges,” according to the policy.
Hill, in a March 14 letter to Crandall, wrote the $10 package is to “allow an economical package option for our CMS families.”
“Other packages may be marketed for students and families that would like to purchase additional pictures,” Hill wrote.
The regulations are approved and monitored by the principal of the school, according to the policy.
Other NC school districts
The Wake County Public School System, the 15th largest in the country and largest in NC, does not mandate a commission percentage on school photos or yearbooks. Local districts such as including Union or Cabarrus county schools don’t have a policy mandating a profit.
This story was originally published April 17, 2023 at 6:00 AM.
