As the new school year begins, private and independent schools are at a crossroads.

Rapid advancements in AI, economic uncertainties, the threat of cyberattacks, and the greater demand for mental health support and awareness for students and staff alike, have all created challenges.

These factors, multiplied by the heightened expectations from parents, mean the stakes are higher and the playing field is more competitive. There’s pressure for sure, but there are also opportunities.

We might not have a crystal ball to predict all the trends affecting private schools, but from personalized communication to strategic partnerships, we’ll bet the path forward is filled with potential for growth and improvement.

1. Private School Enrollment and Retention

Forty-six percent of private schools reported increases in their number of students over the 2022-2023 school year, so it's no surprise that tuition and attracting and retaining students who joined during the pandemic a few years ago remain top priorities, especially as students exit the divisions they entered a while back.

Challenges

• Increased Competition and Economic Pressures: During the pandemic, enrollment at private schools increased, but retaining those families is still challenging, especially with tuition increases. Rising inflation only makes it more challenging for families to afford, and many families face financial difficulties, leading some to switch to more affordable public schooling options.

Opportunities

• Unique Programs and Offerings: Think back to a few years ago, and remember how your school distinguished itself by showcasing unique programs that aren't available anywhere else. As Green Vale School outlines on its admission page, these could include smaller class sizes, advanced STEM and athletics programs, language immersion, and other specialized courses that cater to specific interests.

Foxcroft School also does this well with its signature programs page, which can be found directly in the main navigation.

• Strengthening Parent and Alumni Networks: Connecting students and parents with alumni can create a strong support system for your school. Alumni can mentor current students, offer internships, or donate their time and resources to help current families feel the value of staying and forming those relationships. Schools can organize events like reunions, networking nights, and fundraising drives to keep alumni connected with current happenings, just like American Hertitage's alumni page.

2. AI Integration and Cybersecurity

With greater flexibility and resources than many of their counterparts, private schools are well-positioned to welcome AI into their offices. For many schools, this is the first full school year of leveraging AI tools like ChatGPT, Claude, and others. It’s a big step forward for tech; however, the familiar threat of ransomware and cyber attacks threatens to send schools several steps back.

Challenges

• Implementing AI: Using AI in schools can simplify many tasks, from personalizing learning to automating administrative duties. However, it comes with challenges. AI should complement, not replace, your school's authentic voice when creating content. Additionally, there's the risk of biases, incorrect information, and producing content that doesn't resonate with your target audiences.
   
• Cybersecurity Threats: Hackers see schools as perfect targets for malware, data theft, and disruption, all in the name of demanding high ransoms. In the last year, 80% percent of school IT professionals reported that their schools were hit by ransomware, a stat that’s up from 56% from a 2022 survey. Without strong cybersecurity measures, schools could face significant harm.

Opportunities

• AI-Powered Learning Tools: Schools have a great opportunity to implement AI responsibly, which includes developing policies, training staff on best practices, and using AI to support the school's voice.
   
• Enhanced Cybersecurity: Private schools can significantly enhance their cybersecurity by adopting best practices and collaborating with trusted web providers, including,
  • Regular software updates
  • Strong password policies with multi-factor authentication
  • Ongoing cybersecurity training for staff and students, and
  • Investing in network security tools 

3. Mental Health and Well-being

Since 2019, 93% percent of school health workers say they’ve seen an increase in students with anxiety, and 42 percent say they’ve seen more students with eating disorders, according to a report by EdWeek Research Center that included school nurses, psychologists, social workers, health teachers, and others in school-based health roles.

"Strengthen(ing) and establish(ing) school-based support programs" was listed as an action item for communities and schools in U.S. Surgeon General Dr. Vivek Murthy's recent report on the high level of stress families and parents are experiencing nowadays. Clearly, schools need to continue to offer resources and support to help students manage their mental health, such as counseling services, mental health workshops, and stress-relief activities.

Challenges

• Supporting Student Mental Health: Many private school students are experiencing increased stress and anxiety due to academic pressures, social challenges, personal issues, and the lasting effects of the pandemic.
   
• Staff Burnout: Students are not the only ones who are stressed—teachers and staff are also experiencing high levels of stress and burnout due to long hours, heavy workloads, and the emotional toll of working with demanding parents.

Keep Reading: The School Marketer's Guide to Avoiding Burnout

The US Centers for Disease Control and Prevention did call out a small sign of good news, however—a drop in mental health-related ER visits among teens between the fall of 2021 and fall of 2022. Progress!

Opportunities

• Mental Health Programs: Schools can better showcase their programs to support student mental health, including regular counseling sessions, mental health awareness days, and stress management workshops. Promoting a culture of openness and understanding around mental health issues, like Dunn School's resources, can make a difference.

• Staff Wellness Initiatives: Schools can support their staff by offering wellness programs, which may include mental health days, access to counseling services, and creating a supportive work environment. Providing professional development opportunities focused on managing stress and preventing burnout is also beneficial.

A well-designed section on your school website can feature dedicated sections for mental health resources and staff wellness programs. Like Berkshire School’s Wellness and Growth Program, it can include information about counseling services, stress management workshops, and professional development opportunities.

Email newsletters can also keep staff, students, and parents informed about upcoming wellness events, share tips for managing stress, and highlight mental health initiatives.

Keep Reading: How to Build a Wellness Hub on Your School Website

4. Fundraising For Private Schools

Tuition usually covers only a portion of operating expenses, making financial health a top concern for many schools.

Challenges

• Rising Costs: The costs of running a school are increasing. This includes facility expenses, technology costs, and competitive staff salaries. Schools need to manage these rising costs, balance their fundraising goals, and still provide high-quality education.
   
• Fundraising Challenges: When the economy is uncertain or with multiple crises around the world, students and families may have fewer resources, and giving may decrease.

Opportunities

Fortunately, education saw a 6.7% increase in charitable giving, although individual giving as a whole was down 2.1% in 2023, according to a new Giving USA report. Traditional fundraising events might not be as effective as in previous years, so schools will need to think creatively about how to generate additional funds.

• Alternative Revenue Streams: Schools can explore other ways to bring in money besides tuition and traditional fundraising. Renting out school facilities can generate extra income, and offering summer programs or after-school clubs can also be effective ways to increase funds.

Keep Reading: Space for Rent: Facility Rental Ideas for Your School

• Strategic Partnerships: Schools can partner with local businesses and organizations to secure additional funding and resources. These partnerships can be mutually beneficial, providing schools with needed support while giving businesses opportunities to engage with the community.

Proctor Academy celebrated a record-breaking giving day to honor its 175-year history. More than 900 donors joined the 1848 Giving Challenge, shattering its goal and the previous year’s engagement record-congrats!

5. Parent and Community Engagement

Private schools thrive on strong community support and involvement, and family members who choose private schools often expect a higher level of personalized communication and engagement.

Challenges

• Expectations of Personalized Communication: Parents expect timely and personalized communication from schools. They want updates about their child’s progress, school events, and other important information ASAP. On the other hand, if the communication is too general or infrequent, parents may become frustrated or disengaged.

Personalized communication means tailoring messages to meet the needs and interests of each family, which can be challenging without the right tools. For example, if schools only send out general newsletters that aren’t relevant to each student’s grade level, families may start to feel disconnected.

• Building Community Trust: Schools need to maintain transparency and trust within their community by being open about policies, decisions, and changes. It’s crucial to explain the reasons behind significant changes and, more importantly, how they will benefit students.

Opportunities

• Community Involvement: Encouraging parents and the community to participate in school activities and decision-making can strengthen trust and engagement. Schools can host community events, offer volunteer opportunities, and involve parents in school committees or advisory boards to provide their insights and help build strong relationships.

Delaware County Christian School's new site features all the ways to engage with the school community, like fundraisers, volunteering, and community events — a page beautiful all about giving back.

• Advanced Communication Platforms: Using the latest school communication tools can help keep parents informed and engaged. With personalization features and automatic workflows, these tools can provide timely updates and personalized messages, making it easier for parents to stay connected.
   
  • School Email: Regular email newsletters can keep parents updated about school news, events, and their child’s progress. Personalized emails can include specific information relevant to each family, such as upcoming parent-teacher conferences, student achievements, and school policies.
     
  • School Mobile Apps: A branded mobile app can provide parents with easy access to important information and updates. Features like event calendars, directories, and push notifications for reminders and urgent updates ensure parents stay informed. The app can also offer direct communication channels, allowing parents to contact teachers or school administrators easily through group or one-on-one chats.
     

• Mass Notifications: A mass notification system like Finalsite’s Messages XR can quickly inform parents and the community about important updates, such as school closures, emergency situations, or last-minute changes to events. These notifications can be sent via text, email, voice, social media channels, or web and mobile app push notifications, ensuring that everyone receives the information.

Key Takeaway

Every year presents its own unique set of challenges and opportunities, and this year is no different. By addressing these challenges head-on and seizing the opportunities for enrollment, security, and engagement, your school can navigate the complexities of the school year and continue to thrive.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.