Morecroft elected president of AoC
With eight years at Worcester, and 36 years' experience in FE, sixth-form colleges and local authorities, Mr Morecroft will succeed Pat Bacon, principal of St Helens College.
Mr Morecroft said he wanted to promote FE's success at helping the poorest in society, despite the bleak funding outlook for many colleges.
"The FE sector is very good and, whether it is sixth-form colleges or general FE, we need to celebrate that no one else does more to narrow the gap between those who have and those who don't," he said.
"We are living in difficult times. The AoC will be working with the new government to ensure we get sensible decisions made in relation to funding."
Chief among those, Mr Morecroft said, would be to give principals a single budget for all adult education, which they could manage freely according to demand, with all parties offering varying degrees of flexibility.
He said he believed his background as an education officer in Rotherham and Sheffield councils would be an asset as colleges adjusted to the first year of local authority commissioning.
The role of the AoC president was created three years ago as part of the association's strategic review. The holder is expected to enhance the reputation of colleges and influence policymakers.
Mr Morecroft was up against Allan Stewart, principal of Selby College.
Martin Doel, chief executive of the AoC, said: "At a time when a different type of election is dominating the headlines, we are delighted that our own has seen such a strong race. I look forward to working with Chris when he takes up post on 1 August."