An Administrator's Guide to Increasing Enrollment in Private Schools

Enrollment growth is a top priority for most private schools. However, many barriers to enrollment exist, including financial concerns and a lack of awareness. 

The National Center for Education most recently reported that approximately 4.7 million K-12 students are enrolled in private or independent schools—a slight decline from approximately 5 million in 2017.

So if you’re struggling with your numbers and wondering how to increase enrollment in private schools, you’ve come to the right place. In this guide, we’ll cover the strategies you need to know about growing the student population, like: 

• Financial aid opportunities 
• Marketing and branding 
• Word-of-mouth referrals 
• Streamlining admissions
• Parent or caregiver engagement
• Public events

Financial aid opportunities 

The cost of private school is one of the main reasons parents hesitate to consider private education.

For some families, tuition fees may seem undoable based on their income or budget. However, administrators can justify the cost of private schooling along with financial aid and tuition assistance programs, such as: 

Flexible payment options

Instead of requiring families to pay tuition all at once, consider offering installment plans or monthly payment options. These programs can make private education more affordable for many people. 

Scholarships and tuition reduction programs 

Many independent schools offer scholarship or tuition reduction programs, and the easiest way to fulfill this is by using RaiseRight, a gift card and online shopping fundraising program. 

Thousands of private schools across the U.S. rely on RaiseRight for their tuition reduction programs. Parents enrolled in a school's RaiseRight program can buy gift cards or shop online across hundreds of familiar brands in every category and earn a percentage back for tuition with every purchase. Structuring your RaiseRight program this way gives families control over how much they earn—and ultimately save—on their tuition. 

Learn how Hudsonville Christian has helped families save money with RaiseRight for 30+ years >

As a school administrator, you can also leverage RaiseRight to fund scholarships by directing earnings toward financial aid for students in need. 

School Choice options

School Choice programs allow caregivers to use taxpayer money that would go to public education for their child on another option. These programs use vouchers and education savings accounts (ESAs), but eligibility requirements vary.

Keep in mind that School Choice programs and ESAs are available only in select states, and schools must meet specific criteria to offer School Choice as a financial aid benefit. 

Most School Choice awards cover only tuition, so combining them with tuition reduction opportunities like RaiseRight can help your school support families in covering up to 100% of their child’s private school expenses—including costs beyond tuition.

Learn more about School Choice >

Marketing and branding 

Another challenge associated with declining enrollment is awareness. Luckily, marketing campaigns and digital branding can change the course. Here are some strategies for revamping your digital presence: 

Use search engine optimization (SEO) tactics 

Implement SEO best practices on your school's website by optimizing your content for keywords, promoting success stories, and posting blogs. These can help improve your search engine rankings, making it easier for local parents to find you. 

Have a user-friendly website 

Ensure your website has simple navigation, easy-to-find resources, a mobile-first design, and accessibility features. 

Include virtual campus tours 

Virtual tours allow families to "visit" the school without taking time out of their busy schedules for travel. 

Revitalize your social media profiles 

Use social media to offer a glimpse into students' lives, school culture, and activities or programs. Photos, videos, and testimonials can give people a taste of what you offer.

These steps can all contribute to your marketing efforts and influence brand awareness. With enhanced visibility, more people may gain interest in learning about enrollment.

Word-of-mouth referrals 

Word-of-mouth referrals are another way to promote your private school. While some of this occurs naturally among families, creating a referral or ambassador program can encourage it.

Consider offering families an incentive to refer others to your school. For example, you could provide a tuition discount or free merchandise for every student enrolled from a referral. 

Streamlined admissions process 

The admissions process may seem daunting to some parents, so consider simplifying it. A few ways to do this include: 

Personalization

Provide personalized campus visits and interviews so you can focus on the family’s interests and preferences. You can do the same in admissions-related communications, including emails and phone calls. 

Digitization 

Embrace technology by enabling online applications and document submissions, video-call interviews, and digital payment processes. 

Expectations 

Be upfront about student expectations and how you assess them during admissions. Explain what you look for in applicants and how those qualities align with your expectations.

Streamlining and simplifying the application process can remove that mental block for prospective students’ families.

Parent and caregiver engagement 

Another way to cultivate a positive school reputation is to gather—and implement—parent and caregiver feedback. If you aren’t doing this already, consider conducting a yearly survey that asks families about their experiences, classes, and extracurriculars. You can also ask them about their concerns or how they think you could improve.

Once you have this information, develop a plan to improve the next year. For example, you may need to offer more clubs or sports, or perhaps students want a greater focus on STEAM education.

Find ways to incorporate this feedback and share your ideas with the families. This process can help keep students enrolled and encourage parents to send their other children. It also shows prospective caregivers that you care about their opinions. 

Public events

Showcase school culture by hosting events for the public that appeal to prospective students’ families. Try events like:

• Carnivals
• Family game nights
• STEAM classes for kids
• Book fairs
• Shadowing opportunities (e.g. "a day in the life of a student")
• Craft nights
• Alumni guest speaker events

These events showcase the school’s mission and can appeal to a broad audience—whether or not they’re already interested in your campus.