Your district's stories, student successes, and critical updates hinge on reaching families. It is, after all, the nature of your work ... but why does it feel like such a struggle? Why do school professionals tasked with connecting their communities feel so defeated, and why do parents, who always want information, always seem so out of reach?

The numbers are in: the recent District Communications Report revealed that 40% of school district communicators struggle with low engagement, while another 35% find it difficult to create messages that connect with their audience.

This means a significant portion of school-home communications aren't working as well as they could, and more than a third of families aren't even engaging with the messages.

What's more, if 43% of districts struggle to reach their families, that doesn’t necessarily mean the other half are nailing their comms strategies either—they might not even be aware of how their school-to-home communications are performing.

Nearly Half of Districts Need Help Reaching Families

It begs the question: when everyone is so plugged in, why are these important communications being missed? Is it the tools, the strategies, or the parents? Are the schools at fault? Why are many districts left feeling like the very act of connecting feels so difficult? So many questions!

Well, there are a few key reasons why so many districts struggle with effective school-home communications, and it starts with meeting families where they are:

1. There's Little Understanding of Families' Digital Habits

The Digital Gap:

Families are constantly connected, and their expectations for communication are shaped by all their digital experiences, from shopping on Amazon to swiping through Instagram and ordering their lunch. They expect instant access to information on their preferred devices.

• Information overload is a big hurdle. They sift through countless notifications daily, making it crucial for your school communications to be concise and relevant. After all, most people receive between 100 and 120 emails per day but only spend 10–15 seconds reviewing them.
   
• Inconsistency creates frustration. If a parent sees an announcement on social media but can't find details on the school website, they're confused, frustrated, and less likely to engage in the future. If they sometimes get an email but occasionally receive a call about a delay, they won't know where to expect the message next time.
   

• Outdated communication tools create a barrier. Some folks prefer text messages for quick updates, while others rely on email for detailed information. But if your school relies on paper flyers or phone trees, it's a signal that your school is out of touch with modern communication practices, like text messages, which can see open rates as high as 98% and 36% click-through rates.

​The next steps for you:

• Take a moment to gauge how effective your communication tools are and if they’re meeting families' expectations.
   
• Create a communication calendar to manage the message frequency and timing of your messages. Also, send your families a survey to gather data on family communication preferences, or give them the option to set their preferences through your communications system.
   
• Consolidate communication channels and maintain consistency across all platforms, including mobile apps, text messaging, voice calls, and web and mobile app notifications.

2. There Needs to be More Personalization and Relevance

The Need for Curated Content

Families expect personalized experiences, partly because today’s parents are so accustomed to receiving tailored recommendations and updates from various platforms. More than 70% of consumers expect personalized interactions, and more than three-quarters of them become frustrated when they don't.

Generic messaging leads to disengagement. If a parent receives a newsletter that’s not relevant to their child's grade or interests, they’re less likely to read it. If you’re hoping to get more emails read, you’ll need to make them relevant and personalized.

In fact, emails with personalized subject lines are 26% more likely to be opened, but according to our District Communications Report, less than half of respondents personalize their email every time.

Content must be concise and engaging. Families are busy and have limited time to read lengthy messages, especially on a mobile device. Use visuals, videos, and infographics to break up text and make information more digestible while scrolling.

The next steps for you:

• Use the data from your student information system to personalize messages and segment your audience based on grade level, interests, and other relevant factors.
   
• Create content that’s only relevant to specific audiences. For example, send grade-specific updates or club-related announcements.
   
• Keep messages short and get to the point!

3. Accessibility and Inclusion are a Must

Accessibility is essential for reaching all families, and multilingual communication is a big factor for many districts within a diverse community. Just a few years ago, more than 20% of school-age children spoke a language other than English at home.

However, language barriers can prevent families from accessing important information (or all information for that matter), so provide translations of all communications, including newsletters, announcements, and website content.

The next steps for you:

• Find a communications solution that can automatically translate your messages based on your family's preferences.

4. You Need Better, Stronger Relationships with Families

Creating Dialogue

The best communication tools for schools build and support relationships. If you think of your district’s communications as a "service" to families, the need for stronger relationships is that much more apparent. In fact, 66% of customers expect companies to understand their individual needs and expectations.

Families want to feel heard and valued. Provide opportunities for them to share their feedback and ask questions—family engagement is a two-way street, after all.

The next steps for you:

• Find a dedicated chat solution for teacher-parent communication. This allows for private, real-time conversations, quick questions, and updates.
   
• Make sure the platform is user-friendly and accessible on various devices.
   
• Establish clear guidelines for communication frequency and response times to manage expectations.

Key Takeaway

Stronger connections mean more engagement, and that translates to a stronger district. With the right strategies, understanding the challenges, and embracing the solutions, you can start building those connections today and watch your school community grow.

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.