At most colleges and universities, admissions-related communication is directed almost exclusively towards prospective students. With the evolution of information sharing shifting to primarily digital channels, parents and families are often left out of the communication loop. Though many parents play a significant role in supporting students’ post secondary exploration and decision-making, they sometimes find themselves trying to piece together information from secondhand sources.

Institutions that communicate with families, alongside their direct-to-student outreach, distinguish themselves as leaders in this space. The goal of family communication and engagement is not to take away from students’ independence or ownership over college decisions, but to equip families with the necessary information to be supportive partners.   

Why It Matters 

Throughout high school, it is important that students grow in their independence and gradually take on more responsibility. However, the college-going process is a new experience for students that requires initiative, attention to detail, persistence, and strategic thinking along with access to specific information, tools, and resources. Students often do not have experience navigating this process or managing the influx of emails and information that come with college exploration. These messages can range from quick marketing hooks to important deadlines that require immediate action, and students can be left unsure which messages matter most, how to organize thoughtful responses, and when to take action. Students benefit from the personalized support provided by families to help them understand and navigate this new, complex, and high-stakes process.

And though students often rely on families for advice and perspective, not all families have the necessary information and resources to provide thoughtful guidance or even know what questions to ask. Because of this, an approach to family engagement that relies on parents to reach out with questions can lead to inequities in access to information and understanding of the college process. Without proactive communication, families who are less familiar with the college-going process or less comfortable contacting college representatives can miss out on critical information and valuable resources. 

Guidelines for Parent-Focused Communication 

Parents and families offer a truly beneficial resource to both students and the institutions they are exploring. Parents often bring a more practical lens to college decisions that considers a broader range of factors. Because parents know their child deeply, they might ask questions or seek information that reflects the student’s specific circumstances, needs, and priorities. And this type of decision-making support and partnership can help students make more informed choices and feel confident in their decisions. 

Use the tips below to engage with parents and families of prospective students.

• Collect parent contact information. As soon as students express initial interest, request email addresses, phone numbers, and mailing addresses for parents. Ensure information is attached to their child’s profile so that parent communications can be personalized to a student’s specific stage in the admissions process.    

• Send parent-specific communication. Rather than resending information designed for students, develop tailored messaging for parents and families. Connect with parents via texts and emails or during informational meetings for parents and families during campus visits.

• Limit outreach to meaningful, decision-relevant information. Use family communication channels to share only the most important pieces of information. Parents of seniors are most interested in information about admission requirements, application timelines, costs and financial aid, campus housing, and community safety. 

• Strategically pair student and family communications. Consider information that is planned for students and develop corresponding information and resources for families. As important deadlines approach or other time-sensitive action is required, encourage families to nudge their students to complete tasks. When students are about to receive admission decisions, consider alerting families about the timeline and sharing relevant tools and resources. 

• Share clear, transparent information. Communicate key updates to families including admission decisions, waitlist status, or scholarship offers and provide context for all information shared. Be sure to articulate next steps so that parents can thoughtfully guide their students through the various stages of the admissions process.  

Long-Term Family Engagement and Support

Intentional communication with prospective families strengthens the partnership between students, families, and the institution and can lead to deeper family engagement during a student's college experience and beyond. Having families feel like they are a part of a student’s college experience not only works to support their student’s motivation, engagement, and success, it also fosters a sense of connection and loyalty to the institution. These families feel welcome on campus, celebrate college milestones and success, and are proud to wear college spiritwear. Engaged students and families are more likely to share positive experiences with peers and communities and support future recruitment efforts–helping to sustain a dynamic and supportive campus community. 

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