Are We There Yet?

PRINCETON, N.J., Jan. 8, 2018 /PRNewswire/ -- Are private schools creating unnecessary concerns for families during the admission process? How can schools build on families' strong initial commitment and clear any obstacles in the application process? In what ways can schools tell their stories in a way that connects to families' educational motivations and addresses their concerns?

A new report from The Enrollment Management Association (EMA), "The Ride to Independent Schools (2017)", gets to the heart of these questions critical to the work of independent school admission and enrollment professionals. The survey of more than 2,700 parents in the U.S., Canada, and worldwide follows up on EMA's 2013 survey report of the same name. In addition to survey findings, the report offers industry context and practical tips. 

The survey found that more than three-quarters of families responding (77%) were highly committed to private/independent school education from the start of their search. This commitment continues to grow throughout the admission process, especially after in-person visits. However, 16% are concerned initially about not understanding the application process and 12% drop schools from consideration due to the amount of time involved in applying. Further, almost half of respondents (47%) found the application process was more work than they expected.

"Nearly all the parents surveyed (97%) are seeking an education that will challenge their children and foster a love of learning. In addition, 92% of them want to develop a strong moral character in their children," says Heather Hoerle, executive director of the association. "These families have deep desires for their children's education and growth that our schools can meet. We must provide families with authentic and personal experiences that give them a view into our schools. Those experiences need to be complemented by a smooth application process, which will help families carry out their commitment."

Other key findings from the report relate to affordability and international families. Sixty-two percent of all respondents express a concern about affordability before applying to independent schools. Even among families who fall into higher income brackets, this concern is significant. In addition, 75% of those who apply for financial aid say that the availability of that aid is an extremely important factor in deciding to apply to a school. These findings suggests a need to keep affordability front and center both in day-to-day admission outreach efforts and in larger strategic enrollment conversations.

International families who responded to the survey express concerns about adjusting to the culture (32%), not being welcomed into the school community (16%), and visa issues (10%). Their approach to researching schools is broad in scope: they are more than twice as likely as U.S. families to have researched seven or more schools and 36% have spent more than two years considering independent schools. International students are now a significant part of independent schools' enrollment picture, enrolled at 84% of schools. Understanding international and domestic families' motivations, timeline, and concerns can help schools support them throughout the application and enrollment process.

Read the full report at enrollment.org/whytheyapply2017.  

About The Enrollment Management Association

The Enrollment Management Association provides unparalleled leadership and service in meeting the admission assessment and enrollment needs of schools, students, and families.

SOURCE The Enrollment Management Association