3 steps to engage parents this yield season
Each Spring you’re knee-deep in yield season, trying to move your newly admitted students into your next incoming class. Part of that is making sure they pick you. Part of that is making sure they know how to actually file the paperwork and deposits to “officially” pick you!
But that decision isn’t just made by those students. 97% of parents are involved in the college search and selection — and including them strategically is a must.
I sat down with Jeff Kallay, Echo Delta’s SVP of Enrollment Consulting, to dig into what schools are (and aren’t) doing to leverage families in the yield process. Interested in watching the whole spiel? Join us below — or read on for the good stuff.
Tip #1: Communicate constantly and clearly about cost and financial aid
Money talks — and families listen. 83% of families list financial aid and scholarships among their top five decision factors and 87% of families believe paying for their student’s college education will be difficult.
What’s more, for some families, finding the information at all proves difficult. In fact, first-generation families are about 21% more likely to struggle finding information about costs, tuition, and account services.
With the costs high and the details of financial aid processes often confusing, the more information you can share, the better. Parents don’t want to feel like a bank; they’re investors in their student’s future.
How can universities address these communication gaps?
Provide clear instructions, deadlines, and to-dos (and point to where to find them).
Offer webinars and live Q&As about financial aid families geared towards families.
Treat parents as partners, not just check-signers.
Tip #2: Help families understand the ROI of a degree with stories about graduate outcomes
Families want proof that college pays off — 91% rank recent grad outcomes as a top-priority topic, yet 65% struggle to find that info.
How can you make this data easy to find and even easier to digest?
Showcase post-grad employers and schools, average salaries, and the emotional pull of the young adults behind them.
Feature alumni and current students spotlights that connect with stats and real-life win.
Get creative offline — don’t underestimate the impact of static statements. Jeff shared how Illinois College uses a “wall of success” featuring logos of where grads have started careers. This is a powerful way to make an impression on prospective students and their families.
Tip #3: Create family engagement experiences during admitted student events
Campus visits are a make-or-break moment — 96% of families say an in-person visit is the most important part of their decision process. And for those who can’t make the trip to visit campus, online tour resources are still valuable to get a feel for the community their student may be joining.
Ask yourself: Am I making the most of their time?
Virtual events aren’t dead (even in a post-COVID era) — 69% of families still find them valuable, especially first-gen and underrepresented groups.
Market directly to parents — students might forget to register, but parents won’t. After all, they’re the ones booking the flights, driving the cars, and making the plans to get their student to campus.
Build sessions for parents in your programming: Parents will want to meet with their student’s potential advisor. While students are taking a tour of a model dorm room, can parents talk to the financial aid office? Including families in your session planning will go a long way toward bringing them all to campus in the fall.
