Across the country, a familiar story keeps returning: schools closing after decades—even centuries—of service.

Families are shocked, alumni speak up, petitions spread, and some are lucky enough to receive a multimillion-dollar rescue after the community steps in with extraordinary support. Other schools aren’t as fortunate…

School closures make headlines because they strike at the heart of a community. The tears, anger, confusion, and last-minute efforts reveal something important: families care a lot more than they often show, but by the time they rally, it’s usually too late, and the decision to close is already set in motion.

It's the question no one wants to ask…Where was that support before the announcement to close?

Why does it take losing a school for the community to show its love? In many instances, it's too little too late. Families must feel why your school matters every day, not only for the sake of their children's education but for the community as a whole.

Advocacy needs to start long before a crisis hits. That disconnect is at the heart of many private school closures, regardless of whether it's a lack of fundraising, a drop in enrollment, or something else.

According to The Cato Institute’s Private School Enrollment Survey, of the 32% of schools reporting enrollment decreases between the 2023–2024 and 2024–2025 school years, affordability was a top factor in closures. (You can see the running list of closing private schools here.)

Once the closure notice goes out, it’s almost always too late. For every Sandy Spring Friends School that rallied pledges to stay open, there’s a less fortunate Penguin Hall, which closed after enrollment fell and the school “ran out of options” financially.

So if your school closed tomorrow, would anyone miss it? Would anyone fight to save it?

Why Families Choose (and Stay)

When a family considers your school, their decision is rarely based on a single factor. Tuition, academics, facilities, and staff all play a role, but the lasting decision often comes down to something much harder to measure: how your school makes them feel.

Parents who attend an open house may come for the test scores, but they stay to hear the story of a teacher who changed a student’s life, or an alum who attributes their success to the foundation your school provided. It’s these human connections that tip the scales in your favor.

Retention follows the same pattern. Families don’t stay because every year is flawless…They return because they trust your school’s mission and see their child growing in ways that align with their own values.

And what about advocacy? Word-of-mouth remains one of the strongest recruitment tools for schools, but parents won’t talk about your school unless you’ve given them stories worth sharing. That means your marketing has to keep highlighting the experiences that make families proud to be part of your community.

Ask yourself:

• Can you clearly articulate why families should choose your school over another option?
• Are you reinforcing those reasons throughout the student journey?
• Do families have stories and experiences they want to share at the dinner table, on the sidelines, and in their neighborhood groups?

If your families can easily answer these questions, then you’re building a culture of belonging that supports enrollment year after year.

Great Private School Marketing Creates Meaning

It’s easy for marketing to become a megaphone of promos, ads, and campaigns designed to grab attention, but the best school marketing creates meaning.

Families want to feel connected to something bigger than themselves, and really strong marketing tells the story of why your school exists, what it values, and how it shapes lives.

If you can get your messaging to make people feel something real, families become confident they’ve chosen a school that shares their hopes for their children. Students take pride in being part of a community that represents them, and alumni see themselves as part of an ongoing legacy, not a small chapter of their lives.

The most effective way to build stronger retention, higher engagement, and authentic word-of-mouth is through storytelling. Numbers can inform, but stories inspire, and it’s what makes others lean in.

The heart of your marketing efforts should always be the same: give families reasons to care. For example, Austin Waldorf School really leans into its theme of “community” across its site, weaving together narratives of how all members of its network come together to raise and teach its students. It’s a nice message that speaks to its mission and culture.

So when you think about marketing, ask yourself: Are you simply broadcasting information, or are you inviting families to connect with the meaning behind your school?

Telling Stories that Matter

Every school has stories that can make people stop, listen, and care. The challenge isn’t whether those stories exist, but whether or not they’re being told in ways that reach families and stick with them.

Think of your school’s stories in layers:

• Student growth. The shy second grader who found their voice in a school play. The high school senior who turned a science project into a state award.
   
• Teacher impact. A coach who modeled resilience during a tough season, or a teacher whose after-school support changed a student’s idea of learning.
   
• Community events. Annual service days, cultural celebrations, or even weird, quirky campus traditions that bring joy year after year.
   
• Alumni success. Graduates who carry forward the values of the school in their careers, service, or creative work.

These are the stories that give families something meaningful to talk about and become the answer to the neighbor’s question: “Why do you send your child there?”

Just as Georgetown Day School does with its messaging, the key is capturing and sharing high-quality and meaningful content consistently. Here’s the test for every story you share:

• Does it show why your school matters, not just what happened?
• Will it make a parent proud enough to share it at work or re-share it on social media?
• Could it inspire a prospective family to picture themselves in your community?

If the answer is "yes," then you’re creating belonging and building trust, and when families feel that, they advocate, they support, and they stay.

Building Belonging and Advocacy Every Day

The schools that thrive are the ones that make families feel part of the mission every day, and not only when a crisis breaks out or there’s a giving campaign around the corner. Marketing plays a big role in creating those daily touchpoints where advocacy grows.

Here are ways to build that culture:

1. Make your school's website a storytelling hub

Your website should feel like the digital heartbeat of your school. Use compelling content and highlight stories, celebrate achievements, and make it clear why families are proud to be part of your community.

Oregon Episcopal School shares so many of its stories across its site—the brief, but effective, quotes from students, faculty, and alumni help share the “power of people” and highlight how its people are what set its community apart.

2. Personalize communications

Families respond when content feels relevant. Personalized email, portals, mass communications, and newsletters should show families the messages and content that are based on their interests or relationship to the school. For example, prospective families might be shown student spotlights or alumni outcomes, while current families see parent resources or upcoming events based on their grade or division level.

3. Empower your parent ambassadors

Parents are your most credible storytellers, so make it easy for them to share good news by providing photos, posts, and talking points they can spread within their networks. Even relatively small efforts, like encouraging parents to share blog articles on social media, attend events, and get involved, can multiply your reach and impact.

The Sage Ridge School knows its school "thrives when families are engaged." Thanks to the content on its community pages, the entire school can feel closer and more connected through various ways to participate and stay up-to-date on the latest news.

4. Create spaces for connection

Tools like portals or mobile apps give parents and students one central place to find what they need, from calendars to news and directories.

De Smet Jesuit’s parent portal has just about anything a parent would need to stay informed and get involved—news stories, resources, links to upcoming events, and more. It’s a very friendly, one-stop shop for parents to feel the pulse of campus.

When these efforts work together, families begin to see themselves as advocates, and they show up, speak out, and contribute because they genuinely want to.

The story of St. Dominic Academy in Maine shows what’s at stake when that sense of belonging isn’t nurtured in real time. Despite town halls, petitions, and even appeals to the Vatican, the community couldn’t reverse the school’s financial losses and years of declining enrollment.

Key Takeaway

Your role as a school marketer is to make sure that love and loyalty are visible now, every day. Consistent storytelling, meaningful marketing, and chances for families to connect all help build the sense of belonging that keeps enrollment strong and advocacy alive. Stay open, focus on what you can control, and keep your school in the headlines for all the right reasons.

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. At Finalsite, 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.