Tip Sheets

Drive Enrollment through Parent Experience

Blackbaud K12 Tip Sheets

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800.443.9441 | solutions@blackbaud.com | www.blackbaud.com February 2020 1 TIP SHEET How to Drive Enrollment through a Top-Flight Parent Experience The Parent Perspective, a recent Blackbaud K–12 eBook by Chuck English, explores the impact of the parent experience on enrollment decisions at independent schools. English identifies communication, personalization, community and parent involvement, and responsiveness as key drivers of the parent experience. While these factors transcend all school departments and parent delight is the responsibility of the collective whole, it all begins with admissions where first impressions are critical. At Blackbaud K–12, we have long recognized our role and responsibility in fostering the parent experience for our schools. The development of our education management solutions, including Blackbaud Enrollment Management System TM , began with research centered on parent focus groups. This emphasis helps schools deliver a red-carpet parent experience by tending to the following aspects. 1 Set the stage with accessibility and ease of use. Good or bad, parents' initial interactions with schools through admissions set their expectations. Most often, a parent's first touchpoint is with the school's website and online forms—not an actual person. Having a website and enrollment system that's mobile-friendly from the initial inquiry form through the candidate decision gives parents flexibility and instills an early appreciation for the school. Knowing that many parents are completing inquiry forms on their phones, evaluate the questions your school is asking to ensure the form isn't overwhelming and too time-consuming. 2 Collect the right information to personalize the process. While short and sweet is the goal for the inquiry form, you also want to make sure that you're BY DAREN WORCESTER, Content Marketing Manager, Blackbaud K–12

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