What do parents really think about school enrollment processes?
We recently conducted a comprehensive survey of 500 parents and guardians to better understand their preferences, challenges, and experiences when finding and applying for schools for their children. Our goal was to uncover actionable insights that education leaders at districts, choice programs, and charter schools can use to improve their enrollment processes. Below are several key takeaways, but please check out our full report and webinar covering this research in more detail!
1. Academic Performance, Safety, and Location are Top Priorities When selecting a school, parents consistently ranked academic performance, school safety, and location as their most critical considerations. Academic performance topped the list, particularly among parents enrolling their children in charter and magnet schools. These findings suggest that schools should clearly communicate their academic strengths, safety protocols, and location benefits in their outreach and enrollment messaging to resonate with parents' priorities.
2. Parents Face Significant Enrollment Challenges Our survey revealed that while 51% of parents found the enrollment process "very easy," nearly half faced considerable difficulties. These challenges included overly lengthy applications, cumbersome document uploads, and confusing online platforms. Many parents noted redundancy in application questions and the hassle of navigating non-intuitive digital systems. Particularly notable was the frustration expressed by parents who encountered mobile-unfriendly platforms, which made the process even more difficult.
3. Communication is Critical A dominant theme from the survey was parents' desire for more proactive communication from schools and districts. Parents strongly prefer receiving timely, consistent updates via email and text messaging. They specifically requested more communication during the crucial period after enrollment acceptance but before the start of the school year. This gap often results in confusion and stress, increasing the risk of enrollment attrition. Schools that maintain regular communication throughout the entire enrollment timeline can greatly enhance parent satisfaction and improve student retention.
4. Digital Presence and Mobile Friendliness Matter The survey showed that over 80% of parents begin their school application journey on mobile devices. Despite this high percentage, many school enrollment platforms remain inadequately optimized for mobile use. This disconnect can deter families from completing applications or cause delays. Schools and districts that prioritize mobile-responsive enrollment platforms can significantly streamline the application process, reduce friction, and enhance overall parent satisfaction.
5. Embracing Diversity and Accessibility While diversity was not ranked as a top-three factor in school selection, a significant majority of parents still valued diversity in their children's schools. Making applications and communications accessible to diverse communities—including translations into multiple languages and clear navigation features—ensures equitable access for all families. Schools that explicitly demonstrate their commitment to inclusivity are likely to attract a broader range of applicants and foster a more welcoming environment.
6. Simplifying the Application Process One of the survey's open-ended questions asked parents what single change they would make to the enrollment process. The responses overwhelmingly favored making the entire process fully digital and streamlined, reducing the need for physical visits and paperwork. Parents are more likely to complete applications when the initial steps are straightforward, minimal, and intuitive. Detailed information and additional documentation should ideally be collected after initial acceptance to minimize barriers upfront.
These insights offer a clear roadmap for districts, choice programs, and charter schools seeking to enhance their enrollment experiences. By addressing these key areas, schools can better meet parent expectations and ensure smoother enrollment processes.
Interested in diving deeper into our findings?
Download the full PDF report or watch the on-demand webinar to explore detailed data, analyses, and tailored recommendations designed to help enrollment leaders drive improvements in their school communities.
