From Day One: Nine Effective Onboarding Strategies to Retain New Families
Your new family onboarding process doesn’t stop at the beginning of the school year. This milestone marks the continuation of your ongoing strategy to integrate and retain new families.
Recently, I had the opportunity to present a webinar to nearly 800 school leaders sponsored by Blackbaud. You can access the recording to learn about a comprehensive approach to onboarding new families: Beyond Enrollment–Onboarding K-12 Families for Retention Success.
In a previous blog post, I discussed six key onboarding strategies post-enrollment before the first day of school. This initial phase is crucial, but the second phase—starting on the first day of school—is where you solidify your efforts. The following are nine critical first-year retention strategies for your new families.
1—First Day of School: The first day of school is pivotal for making a positive impression on new parents and students. Consider the following to ensure a welcoming atmosphere:
- Communicate Expectations: Clearly outline what parents and students can expect.
- Carline Greeting: Have staff and volunteers warmly greet families.
- Refreshment Station for Parents: Offer coffee, tea, and snacks to create a welcoming environment.
- Photo Opportunities: Set up spots for families to take memorable first-day photos.
- Red Carpet Welcome: Make students feel special with a celebratory entrance.
2—New Student Ambassadors: Assign an ambassador to each new student for the first week of school. This peer support helps new students navigate classes, meet friends, and feel included during lunch and recess.
3—Head of School Phone Calls: The head of school should personally call new parents within the first few weeks. These calls should aim to:
- Welcome new parents to the community.
- Check in on their experience and address any concerns.
- Answer questions and provide support.
4—Faculty and Staff Engagement: Every faculty and staff member should take active steps to welcome new families:
- Personally greet new students and parents.
- Reach out to new parents to introduce yourself and discuss your class/program.
- Ensure students are connected during class, recess, and lunch, and look out for those who may feel isolated.
5—New Family Luncheon: Host events such as breakfasts, coffees, or luncheons during the first few weeks. These gatherings help new parents feel welcome and connected to the school community.
6—New Family Stories: Encourage new parents to share a family picture and their reason for choosing your school. Feature these stories on your social media channels throughout the summer and in September to build a sense of community and shared experience.
7—New Parent Survey: Survey new parents at the beginning of the school year to gather insights on:
- Reasons for selecting your school.
- Other schools considered.
- Admissions process feedback.
- Orientation experience.
- Initial school impressions.
Through my School Survey Solutions Program, I regularly conduct new parent surveys for schools. If you are interested in conducting one, please contact me about this important tool for evaluating your admissions and marketing efforts.
8—First-Year Experience Program: Develop and implement a comprehensive first-year experience program to help new students and families adjust to your school. This program should promote familiarity with the school’s educational offerings and overall environment.
9—Retention Focus: Identify and address indicators of at-risk students and families, such as:
- Academic performance issues.
- Disciplinary problems.
- Family dissatisfaction or grievances.
- Late tuition payments.
- Lack of community involvement.
Hold personal meetings with families to discuss concerns and offer support, adhering to a “one-family-at-a-time” approach.
Onboarding should be a cornerstone of your enrollment and retention strategy. By effectively welcoming new families and supporting them throughout their first year, you can significantly enhance their overall experience and commitment to your school.