If parents decide against sending their children to your schools, you face the stark reality of declining enrollments, putting your institutions at risk.

In the rush to achieve ambitious growth targets and metrics, are Trusts overlooking the importance of parents? Many Trust leaders are dedicated to their schools' success, but we can’t forget that parents are central to the survival and growth of your schools. 

They do more than use the services you offer — they are key to the stability and future of your Trust. With Government forecasting student numbers to decline, effectively addressing this means actively involving parents and meeting their needs and expectations. 

Parent’s decide which school to send their children to and putting them  at the heart of your Trust’s strategy will help your schools survive, maintaining resilience in the face of challenges ahead. Let’s explore this together. 

Parents hold the keys to your schools' survival

Have you ever considered how much influence parents have over the future of your school's? NFER reports that 72% of parents in England rely heavily on word of mouth when choosing a school. Their opinions and what they say to prospective parents and families will directly impact your enrollment numbers and, by extension, your funding.

More students mean more resources to hire quality teachers, improve facilities and offer enriching programmes. Fewer students mean tightening budgets, cuts and, in the worst cases, school closures.

With declining pupil numbers looming on the horizon due to demographic shifts and increased competition, complacency isn’t an option. Trusts banking on expansion might find their plans derailed if they don't secure parental support. Without the support of parents choosing your schools, your visions for growth won’t be realised. 

Reputation is everything—and parents shape it

Your schools’ reputation lives and dies by what parents say about it. You can pour thousands into marketing campaigns or new websites, but a single negative comment from a parent can undo it all. On the flip side, positive word of mouth is a powerful tool that money can't buy.

Parents talk. They share their experiences at the school gate, on social media, at community events. Their opinions spread like wildfire, influencing the decisions of prospective parents. If your school is the talk of the town for all the wrong reasons, enrollment numbers could plummet.

But are you listening to what they're saying? 

If the answer is no, then you're flying blind. You must start engaging with the very people who hold your schools' futures in their hands.

Parents ARE your strategic partners

To what extent do parents fit into your strategic plans? If they're not front and center, you're missing a crucial piece of the puzzle. A paradigm shift is needed in how your Trust views parents. They're not mere consumers of educational services. They're strategic stakeholders whose engagement directly impacts your brand reputation. 

94% of schools rate their communication as 'good' or better, yet 68% of parents feel disengaged with their school.. This suggests a huge disconnect between school perceptions and parent experiences.

Communication is a two-way street

How do your schools communicate with parents? Is it a one-sided barrage of newsletters and emails that go unread? Or is there meaningful, two-way interaction?

Poor communication can destroy your reputation. Your schools need to embrace the most effective communication methods to keep parents informed and engaged. And importantly, create channels that allow parents to voice their opinions, concerns and suggestions.

Are you facing communication challenges?

Despite the best intentions, many Trusts struggle with establishing effective parent communication. Inconsistent methods used by schools can leave parents confused and frustrated. For example, one school might use a mobile app for updates, while another relies on emails or paper newsletters. For parents with children in multiple schools within the same Trust, this disjointed approach can be overwhelming.

Imagine receiving texts from one school, emails from another, and paper notes from a third—all within the same week. Important messages get lost, and parents feel disconnected. This inconsistency frustrates and undermines parental trust in your ability to manage the schools effectively.

Is too much communication overwhelming your parents?

60% of schools use five or more different methods. This includes texts, emails, social media, in-app messaging and printed letters. Across all schools, there are 50 different systems in use. This "more is better" approach often has unintended consequences, leading to information fatigue where parents might miss critical updates buried in the noise.

Think about it: if a parent is bombarded with 20 or more messages each week per child, and they have children in multiple schools, they could be sifting through 50 to 100 communications every week. This is overwhelming chaos. And it’s breeding frustration and disengagement that’s damaging your brand and positive word of mouth. 

It’s time to reconsider your engagement strategies

By actively choosing communication tools for the sake of your parents—rather than what's simply cheapest or easiest—you take a huge step toward future-proofing the success of your Trust and its schools. 

For example, a centralised communication platform can make a significant difference. They unify your messaging, reduce confusion and ensure consistency. You can target specific groups—like Year 7 students—so parents aren't bombarded with irrelevant content.

Each school in your Trust can maintain its unique character while presenting a united front. When parents log into the app, they see a professional, cohesive interface that feels familiar, no matter which school their child attends. This consistency shows your Trust is well-organised and reliable. 

Integrate parent perspectives into planning and operations

But it's not just about sending messages—it's about meaningful engagement. Do parents feel encouraged to respond? Are you listening to their feedback? 

Imagine having real-time insights into parent engagement. A system that automatically sends out surveys each term provides immediate feedback on what's working and what's not. This gives you greater control over the communication process and helps you understand how many parents you're truly reaching and engaging.

You can use these insights to improve your communications and inform critical decisions within each school. By knowing which messages resonate and prompt responses, you can tailor your strategies to maximise impact.

Show parents that their opinions have a tangible impact, further strengthening their connection to your schools. When parents see that their feedback leads to real changes, they're more likely to stay engaged and spread positive word of mouth. By aligning the services you provide with the needs and desires of the families you serve, you make your schools more attractive to both current and prospective parents.

The choice is yours

You can continue to overlook parents, sticking to outdated strategies and watching as your schools struggle—or you can embrace parents as the strategic partners they are.

Remember, parents are the reason schools exist. Their choices, perceptions and engagement are pivotal to your success. In these challenging times of declining pupil numbers and increased competition, ignoring them is a recipe for failure.

So, will you make parents central to your strategic plans? Will you listen to their voices and involve them in shaping the future of your schools?

It's time to act. The future of your Trust depends on it.