KLINGSHARE:#6 KLINGCHAT - APRIL 14, 2020 SCHOOL ADMISSIONS DURING COVID-19 KlingShare:#6 shares ideas generated during an online conversation that invited independent and international school admissions professionals to discuss challenges with recruitment and retention during COVID-19. WHAT CHALLENGES HAVE YOU FACED IN RETAINING YOUR EXISTING FAMILIES AND WHAT APPROACHES HAVE BEEN SUCCESSFUL?
For schools that had completed re-enrollment prior to COVID-19, fewer families are choosing to withdraw and more are asking about additional aid and support as concerns around tuition grow. Some parents have requested tuition refunds or childcare breaks. Some ideas to address financial challenges for families: Freeze tuition or offer tuition discounts to returning families. Work with families individually to establish manageable payment plans. Educate families about tuition insurance. Make personal contact by phone with each family. Check in about how they are doing, what they need, and how they want to connect with the larger community. Create a financial aid plan for future crisis situations. Many schools have no safety net for future events. Counter enrollment deficit by highlighting the benefits of remote learning and thoughtfully addressing concerns about next year’s tuition. HOW MIGHT WE APPROACH RECRUITING NEWLY-ACCEPTED FAMILIES WHEN CAMPUSES ARE CLOSED?
Use parent and student ambassadors to reach out to families. Regular word-ofmouth advertising has declined and deliberate personal outreach is essential. Adjust the application and orientation processes. Schools are utilizing a combination of online family interviews, online assessments, virtual open houses, and social media. For example, host virtual class tours, with the additional option of viewing recorded classes or virtual live meetings/panels. Utilize social media to reach out to prospective students and demonstrate how the school is adapting and is innovating during the crisis. Switch to rolling admissions. Prepare for additional requests for financial aid. Host virtual activities such as story hour for younger children and family fun nights to connect with current consitutients and prospective families.
KlingShare:#6 | Klingenstein Center, Teachers College, Columbia University | klingensteincenter.org