While most teachers are eager to implement the science of reading, many lack the time and tools to connect these practices to home-based support, according to a new national survey from Lexia, a Cambium Learning Group brand.
The 2025 Back-to-School Teacher Survey, with input from more than 1,500 K–12 educators nationwide, points to an opportunity for district leaders to work in concert with teachers to provide families with the science of reading-based literacy resources they need to support student reading success.
Key insights from the survey include:
60 percent of teachers are either fully trained or interested in learning more about the science of reading
Only 15 percent currently provide parents with structured, evidence-based literacy activities
79 percent of teachers cite time constraints and parents’ work schedules as top barriers to family engagement
Just 10 percent report that their schools offer comprehensive family literacy programs
Teachers overwhelmingly want in-person workshops and video tutorials to help parents support reading at home
“Teachers know that parental involvement can accelerate literacy and they’re eager for ways to strengthen those connections,” said Lexia President Nick Gaehde. “This data highlights how districts can continue to build on momentum in this new school year by offering scalable, multilingual, and flexible family engagement strategies that align with the science of reading.”
Teachers also called for:
Better technology tools for consistent school-to-home communication
Greater multilingual support to serve diverse communities
Professional learning that includes family engagement training
Gaehde concluded, “Lexia’s survey reflects the continued national emphasis on Structured Literacy and shows that equipping families is essential to driving lasting student outcomes. At Lexia we’re committed to partnering with districts and teachers to strengthen the school-to-home connection. By giving educators practical tools and data-driven insights, we help teachers and families work together–ensuring every child has the literacy support they need to thrive.”
At ISTE this summer, I lost count of how many times I heard “AI” as the answer to every educational challenge imaginable. Student engagement? AI-powered personalization! Teacher burnout? AI lesson planning! Parent communication? AI-generated newsletters! Chronic absenteeism? AI predictive models! But after moderating a panel on improving the high school experience, which focused squarely on human-centered approaches, one district administrator approached us with gratitude: “Thank you for NOT saying AI is the solution.”
That moment crystallized something important that’s getting lost in our rush toward technological fixes: While we’re automating attendance tracking and building predictive models, we’re missing the fundamental truth that showing up to school is a human decision driven by authentic relationships.
The real problem: Students going through the motions
The scope of student disengagement is staggering. Challenge Success, affiliated with Stanford’s Graduate School of Education, analyzed data from over 270,000 high school students across 13 years and found that only 13 percent are fully engaged in their learning. Meanwhile, 45 percent are what researchers call “doing school,” going through the motions behaviorally but finding little joy or meaning in their education.
This isn’t a post-pandemic problem–it’s been consistent for over a decade. And it directly connects to attendance issues. The California Safe and Supportive Schools initiative has identified school connectedness as fundamental to attendance. When high schoolers have even one strong connection with a teacher or staff member who understands their life beyond academics, attendance improves dramatically.
The districts that are addressing this are using data to enable more meaningful adult connections, not just adding more tech. One California district saw 32 percent of at-risk students improve attendance after implementing targeted, relationship-based outreach. The key isn’t automated messages, but using data to help educators identify disengaged students early and reach out with genuine support.
This isn’t to discount the impact of technology. AI tools can make project-based learning incredibly meaningful and exciting, exactly the kind of authentic engagement that might tempt chronically absent high schoolers to return. But AI works best when it amplifies personal bonds, not seeks to replace them.
Mapping student connections
Instead of starting with AI, start with relationship mapping. Harvard’s Making Caring Common project emphasizes that “there may be nothing more important in a child’s life than a positive and trusting relationship with a caring adult.” Rather than leave these connections to chance, relationship mapping helps districts systematically identify which students lack that crucial adult bond at school.
The process is straightforward: Staff identify students who don’t have positive relationships with any school adults, then volunteers commit to building stronger connections with those students throughout the year. This combines the best of both worlds: Technology provides the insights about who needs support, and authentic relationships provide the motivation to show up.
True school-family partnerships to combat chronic absenteeism need structures that prioritize student consent and agency, provide scaffolding for underrepresented students, and feature a wide range of experiences. It requires seeing students as whole people with complex lives, not just data points in an attendance algorithm.
The choice ahead
As we head into another school year, we face a choice. We can continue chasing the shiny startups, building ever more sophisticated systems to track and predict student disengagement. Or we can remember that attendance is ultimately about whether a young person feels connected to something meaningful at school.
The most effective districts aren’t choosing between high-tech and high-touch–they’re using technology to enable more meaningful personal connections. They’re using AI to identify students who need support, then deploying caring adults to provide it. They’re automating the logistics so teachers can focus on relationships.
That ISTE administrator was right to be grateful for a non-AI solution. Because while artificial intelligence can optimize many things, it can’t replace the fundamental human need to belong, to feel seen, and to believe that showing up matters.
The solution to chronic absenteeism is in our relationships, not our servers. It’s time we started measuring and investing in both.
Dr. Kara Stern, SchoolStatus
Dr. Kara Stern is Director of Education for SchoolStatus, a portfolio of data-driven solutions that help K-12 districts improve attendance, strengthen family communication, support teacher growth, and simplify daily operations. A former teacher, principal, and head of school, she holds a Ph.D. in Teaching & Learning from NYU.
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As generative AI continues to gain momentum in education each year, both its adoption and the attitudes toward its use have steadily grown more positive, according to a new report from Quizlet.
The How America Learns report explores U.S. student, teacher, and parent perspectives on AI implementation, digital learning and engagement, and success beyond the classroom.
“At Quizlet, we’ve spent nearly two decades putting students at the center of everything we do,” said Quizlet CEO Kurt Beidler. “We fielded this research to better understand the evolving study habits of today’s students and ensure we’re building tools that not only help our tens of millions of monthly learners succeed, but also reflect what they truly need from their learning experience.”
AI becomes ubiquitous in education As generative AI solutions gain traction in education year over year, adoption and attitudes towards the technology have increased and improved. Quizlet’s survey found that 85 percent of respondents–including high school and college teachers, as well as students aged 14-22–said they used AI technology, a significant increase from 66 percent in 2024. Of those respondents using AI, teachers now outpace students in AI adoption (87 percent vs 84 percent), compared to 2024 findings when students slightly outpaced teachers.
Among the 89 percent of all students who say they use AI technology for school (up from 77 percent in 2024), the top three use cases are summarizing or synthesizing information (56%), research (46 percent), and generating study guides or materials (45 percent). The top uses of AI technology among teachers remained the same but saw significant growth YoY: research (54 percent vs. 33 percent), summarizing or synthesizing information (48 percent vs. 30 percent), and generating classroom materials like tests and assignments (45 percent vs. 31 percent).
While the emergence of AI has presented new challenges related to academic integrity, 40 percent of respondents believe that AI is used ethically and effectively in the classroom. However, students are significantly less likely to feel this way (29 percent) compared to parents (46 percent) and teachers (57 percent), signaling a continued need for education and guidelines on responsible use of AI technology for learning.
“Like any new technology, AI brings incredible opportunities, but also a responsibility to use it thoughtfully,” said Maureen Lamb, AI Task Force Chair and Language Department Chair at Miss Porter’s School. “As adoption in education grows, we need clear guidelines that help mitigate risk and unlock the full potential of AI. Everyone–students, educators, and parents–has a role to play in understanding not just how to use AI, but when and why it should be used.”
Digital learning demands growth while equity gap persists Just as AI is becoming a staple in education, survey results also found that digital learning is growing in popularity, with 64 percent of respondents expressing that digital learning methods should be equal or greater than traditional education methods, especially teachers (71 percent).
Respondents indicated that flexibility (56 percent), personalized learning (53 percent), and accessibility (49 percent) were the most beneficial aspects of digital learning. And with 77 percent of students making sacrifices, including loss of sleep, personal time, and missed extracurriculars due to homework, digital learning offers a promising path toward a more accommodating approach.
While the majority of respondents agreed on the importance and benefits of digital learning, results also pointed to a disparity in access to these tools. Despite nearly half (49 percent) of respondents agreeing that all students in their community have equal access to learning materials, technology, and support to succeed academically, that percentage drops to 43 percent for respondents with diagnosed or self-identified learning differences, neurodivergent traits, or accessibility needs.
Maximizing success for academic and real-world learning While discussion around AI and education has largely focused on use cases for academic learning, the report also uncovered an opportunity for greater support to help drive success beyond the classroom and provide needed resources for real-world learning.
Nearly 60 percent of respondents believe a four-year college degree is of high importance for achieving professional success (58 percent). However, more than one-third of students, teachers, and parents surveyed believe schools are not adequately preparing students for success beyond the classroom.
“As we drive the next era of AI-powered learning, it’s our mission to give every student and lifelong learner the tools and confidence to succeed, no matter their motivation or what they’re striving to achieve,” said Beidler. “As we’ve seen in the data, there’s immense opportunity when it comes to career-connected learning, from life skills development to improving job readiness, that goes well beyond the classroom and addresses what we’re hearing from students and teachers alike.”
The top five skills respondents indicated should be prioritized more in schools are critical thinking and problem solving (66 percent), financial literacy (64 percent), mental health management (58 percent), leadership skills (52 percent), and creativity and innovation (50 percent).
eSchool Media staff cover education technology in all its aspects–from legislation and litigation, to best practices, to lessons learned and new products. First published in March of 1998 as a monthly print and digital newspaper, eSchool Media provides the news and information necessary to help K-20 decision-makers successfully use technology and innovation to transform schools and colleges and achieve their educational goals.
As K-12 leaders look for ways to strengthen trust, engagement, and belonging, a growing number of districts are turning to a key partner in the work: their students.
A new national report from the National School Public Relations Association (NSPRA) and SchoolStatus reveals that districts that incorporate student voice into their communication strategies–through videos, messaging, and peer-created content–are seeing real results: stronger family engagement, increased student confidence, and more authentic school-community connection.
The report, Elevating Student Voice in School Communications: A Data-Informed Look at Emerging Practices in School PR, is based on a spring 2025 survey, which received 185 responses from K-12 communications professionals. It includes real-world examples from school districts to explore how student perspectives are being incorporated into communication strategies. It highlights the growing use of first-person student storytelling, direct-to-student messaging, and student internships as strategies to build trust, improve engagement, and strengthen school-community relationships.
“School communicators do more than share information. They help build connection, trust, and belonging in our communities,” said Barbara M. Hunter, APR, Executive Director of NSPRA. “Elevating student voice is not just a feel-good initiative. It is a powerful strategy to engage families, strengthen relationships, and improve student outcomes.”
Key findings include:
Video storytelling leads the way: 81 percent of districts using student voice strategies rely on video as their primary format.
Direct communication with students is growing, but there is room for improvement in this area: 65 percent of districts report at least some direct communication with students about matters that are also shared with families, such as academic updates, behavioral expectations or attendance
However, just 39 percent of districts copy students on email messages to families, and just 37 percent include students in family-teacher conferences, allowing them to be active participants
Internships on the rise: 30 percent of districts now involve students as interns or communication ambassadors, helping create content and amplify student perspectives
Equity efforts around student storytelling vary significantly. While some districts say they intentionally recruit students with diverse perspectives, fewer encourage multilingual storytelling or provide structured support to help students share their stories
Early results are promising: Districts report improved engagement, stronger student confidence, and more authentic communication when students are involved.
61 percent of districts that track comparisons report student-led content generates higher engagement than staff-created communications
80 percent of respondents observe that student voice positively impacts family engagement
A majority (55 percent) said direct communication with students improves academic outcomes
Building Inclusive Student Voice Strategies The report outlines a three-part approach for districts to strengthen student voice efforts:
Start with student presence by incorporating quotes, videos, and creative work into everyday communications to build trust and visibility
Develop shared ownership through internships, ambassador programs, and student participation in content creation and feedback
Build sustainable systems by aligning student voice efforts with district communications plans and regularly tracking engagement
The report also highlights inclusive practices, such as prioritizing student consent, offering mentorship and support for underrepresented students, featuring diverse stories, involving student panels in review processes and expanding multilingual and accessible communications.
“When districts invite students to take an active role in communication, it helps create stronger connections across the entire school community,” said Dr. Kara Stern, Director of Education for SchoolStatus. “This research shows the value of giving students meaningful opportunities to share their experiences in ways that build trust and engagement.”
The report also explores common challenges, including limited staff time and capacity, privacy considerations and hesitancy around addressing sensitive topics. To address these barriers and others, it offers practical strategies and scalable examples to help districts start or expand student voice initiatives, regardless of size or resources.
eSchool Media staff cover education technology in all its aspects–from legislation and litigation, to best practices, to lessons learned and new products. First published in March of 1998 as a monthly print and digital newspaper, eSchool Media provides the news and information necessary to help K-20 decision-makers successfully use technology and innovation to transform schools and colleges and achieve their educational goals.
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Dive Brief:
Immigration enforcement officers apprehended a parent during morning student drop-off hours in California’s Chula Vista Elementary School District on Wednesday — marking at least the third known time Immigration and Customs Enforcement officers have arrested family members during school pick-up or drop-off time.
While the arrest was not on public school grounds, it took place near school property, outside of the district’s Enrique S. Camarena Elementary School. CVESD Superintendent Eduardo Reyes told families and staff in a community message after the incident that the district serves all students “regardless of citizenship or immigration status.”
In addition, Reyes said the district has “strong protocols in place to prevent unauthorized access to our schools.” The superintendent said the protocols include limiting access for law enforcement, who aren’t allowed to interact with students “unless there is an immediate threat to school safety, such as an active emergency or a signed warrant by a judge.”
Dive Insight:
“The district remains committed to reassuring families that CVESD remains a safe space for all students,” Giovanna Castro, communications director for the district, said in a statement after the ICE arrest, as reported by local Fox 5 News.
Under a January policy change from the Trump administration, ICE can conduct raids on school grounds, among other sensitive locations, which were previously protected from immigration enforcement. Districts have said the new U.S. Department of Homeland Security policy is impacting student attendance and stoking anxieties among their immigrant families.
While DHS clarified to K-12 Dive in June that such immigration enforcement activity on school grounds would be “extremely rare,” there have been a handful of incidents on elementary school grounds and during school pick-up and drop-off hours in recent months.
The Aug. 6 incident outside of Camarena Elementary was related to a July 15, 2022, deportation order from a San Diego judge, according to ICE.
“The arrest was part of ICE’s ongoing enforcement efforts and was resolved promptly, safely and not on the school grounds,” said Patrick Divver, field office director for ICE Enforcement and Removal Operations San Diego, in an emailed statement on Friday.
“The school was not involved in the incident, and there was no impact on students, staff or the school premises,” Divver said. “We remain steadfast in our commitment to ensuring the safety and security of our communities.”
Chula Vista City Councilmember Michael Inzunza told a local news outlet, KPBS, that two children were in the car at the time of the arrest.
Last month, a lawsuit challenging the administration’s ICE policy included an account of immigration enforcement apprehending a man dropping his granddaughter off at a church’s school in Downey, California, a predominantly Latino suburb of Los Angeles.
And in April, ICE agents attempted to enter two public elementary schools in the Los Angeles Unified School District, where school building administrators denied officers entry. That appeared to be one of the first confirmed attempts of immigration enforcement seeking to enter public schools since the change in federal policy.
At the time, DHS said it was conducting “wellness checks on children who arrived unaccompanied at the border.”
When you open the doors to a brand-new school, you’re not just filling classrooms, you’re building a community from the ground up. In August 2023, I opened our Pre-K through 4th grade school in Charlotte, North Carolina, to alleviate overcrowding at several East Charlotte campuses. As the founding principal, I knew that fostering trust and engagement with families was as essential as hiring great teachers or setting academic goals.
Many of our students were transitioning from nearby schools, and their families were navigating uncertainty and change. My top priority was to create a strong home-school connection from the very beginning–one rooted in transparency, inclusivity, and consistent communication, where every parent feels like a valued partner in our new school’s success. Since then, we’ve added 5th grade and continue to grow our enrollment as we shape the identity of our school community.
Up until two years ago, our district was primarily using a legacy platform for our school-to-home communication. It was incredibly limiting, and I didn’t like using it. The district then switched to a new solution, which helped us easily reach out to families (whose children were enrolling at the new elementary school) with real-time alerts and two-way messaging.
The difference between the two systems was immediately obvious and proved to be a natural transition for me. This allowed us to take a direct, systematic, and friendlier approach to our school-home communications as we implemented the new system.
Building strong home-school bonds
Here are the steps we took to ensure a smooth adoption process, and some of the primary ways we use the platform:
Get everyone on board from the start. We used comprehensive outreach with families through flyers, posters, and dedicated communication at open-house events. At the same time, our teachers were easily rostered–a process simplified by a seamless integration with our student information system–and received the necessary training on the platform.
Introduce the new technology as a “familiar tool.” We framed our ParentSquare tool as a “closed social media network” for school-home communication. This eased user adoption and demystified the technology by connecting it to existing social habits. Our staff emphasized that if users could communicate socially online, they could also easily use the platform for school-related interactions.
Promote equity with automatic translation. With a student population that’s about 50 percent Hispanic and with roughly 22 different languages represented across the board, we were very interested in our new platform’s automatic translation capabilities (which currently span more than 190 languages). Having this process automated has vastly reduced the amount of time and number of headaches involved with creating and sharing newsletters and other materials with parents.
Streamline tasks and reduce waste. I encourage staff to create their newsletters in the communications platform versus reverting to PDFs, paper, or other formats for information-sharing. That way, the platform can manage the automatic translation and promote effective engagement with families. This is an equity issue that we have to continue working on both in our school and our district as a whole. It’s about making sure that all parents have access to the same information regardless of their native language.
Centralize proof of delivery. We really like having the communication delivery statistics, which staff can use to confirm message receipt–a crucial feature when parents claim they didn’t receive information. The platform shows when a message was received, providing clear confirmation that traditional paper handouts can’t match. Having one place where all of those communications can be sent, seen, and delivered is extremely helpful.
Manage events and boost engagement. The platform keeps us organized, and we especially like the calendar and post functions (and use both a lot). Being able to sort specific groups is great. We use that feature to plan events like staggered kindergarten entry and separate open houses; it helps us target communications precisely. For a recent fifth-grade promotion ceremony, for example, we managed RSVPs and volunteer sign-ups directly through the communications platform, rather than using an external tool like Sign-Up Genius.
Modernizing school-family outreach
We always want to make it easy for families to receive, consume, and respond to our messages, and our new communications platform helps us achieve that goal. Parents appreciate receiving notifications via email, app, voice, or text–a method we use a lot for sending out reminders.
This direct communication is particularly impactful given our diverse student population, with families speaking many different languages. Teachers no longer need third-party translation sites or manual cut-and-paste methods because the platform handles automatic translation seamlessly. It’s helped us foster deeper family engagement and bridge communication gaps we otherwise couldn’t–it’s really amazing to see.
Megan Cahill-Clark, Grove Park Elementary
Megan Cahill-Clark is principal at Grove Park Elementary in Charlotte, N.C.
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An estimated one in five college students has dependents, and research shows that parenting students are more likely to experience basic needs insecurity in their pursuit of a degree. A 2024 survey by Trellis Strategies found that 6 percent of student parents self-identified as unhoused and 17 percent indicated some level of housing insecurity since they started college or during the 12 months leading up to the survey.
A recent brief from New America and Princeton Eviction Lab tied the threat of eviction to negative student outcomes; student parents who face eviction are 23 percent less likely to complete a bachelor’s degree compared to their housing secure peers, and more likely to have lower quality of life, including higher mortality rates and lower earnings years later.
In the most recent episode of Voices of Student Success, host Ashley Mowreader speaks with Edward Conroy, senior policy manager on higher education policy at New America, and Nick Graetz, assistant professor at the University of Minnesota in the department of sociology and the Institute for Social Research and Data Innovation, about how threats of eviction uniquely impact parents and the implications for generational education goals.
An edited version of the podcast appears below.
Inside Higher Ed: Just to get us started, can we get the 30,000-foot view? What is this brief? What were some of your findings? What did you all learn?
Eddy Conroy, New America’s senior policy manager in the education policy program.
Conroy: The overall goal here was to be able to look at parenting students—of which we know there are about 3 million in the country; it’s one in five undergrad students and another million grad students—if they’re threatened with an eviction, we thought it was pretty likely that’s going to have harmful effects on their chances of completing college. So wanted to see, what does that look like? How does that impact whether they graduate, whether they stay in college? What does it do to their income afterwards? What does it do to a bunch of different things that are pretty important when it comes to success in higher education? We’ll get more into detail, but we learned it was worse than perhaps either Nick or I thought the findings were going to be—and we didn’t think they were going to be great: The threat of eviction has just devastating consequences for parenting students’ chance of success in higher ed.
Nick Graetz, assistant professor at the University of Minnesota in the department of sociology and the Institute for Social Research and Data Innovation.
Graetz: Just a little background on how we got here from the data perspective. This is part of a larger collaboration that began with the U.S. Census Bureau maybe four years ago, with the goal of linking eviction records to other census administrative data to really understand who’s affected by eviction, because the records themselves only include names and addresses, not even things like age, race, sex, in terms of the actual data collected in court.
One of our first big findings from that linkage was just the extent to which households with kids are at higher risk of eviction. Across the board, we find [eviction] filing rates are twice as high for groups that have kids. This work with Eddy and New America was a partnership to try to dig into different groups that have children—so, specifically, parenting students—and see what’s going on there.
Inside Higher Ed: Something that I thought was interesting about this research—and I know this has to do with how evictions are filed, and the actual application of the eviction as well—but even the threat of an eviction had such a detrimental effect on completion rates.
We talk a lot in higher ed about housing insecurity and students’ basic needs, and how, if they don’t have $500, they might not be able to persist, or they are at higher risk of stopping out. I wonder if we can talk about that dynamic of, maybe the student isn’t experiencing literal homelessness, but even the threat of eviction can totally jeopardize or derail their educational pursuit.
Graetz: Part of it is a data consideration; we’re able to assess with a really high degree of accuracy the point at which we see someone in housing court across the country. It really varies how well we think we can capture the actual judgment rendered in housing court, but we use the threat of eviction, because that itself, based on prior work, has all these huge impacts, even if you’re ultimately able to stay in your home.
Starting at the highest level, the constant stress of making rent or facing eviction is traumatic, especially for parents. There’s this expression, “the rent eats first,” and we know that tenants tend to sacrifice on issues like food and health care when they see budgets tighten. We know that rent-burdened households with children spend 57 percent less on health care, 17 percent less on food, and that’s driven by the threat of eviction; if you fall behind on rent, you need to prioritize that above everything else. It’s really easy to snowball into an eviction filing.
The threat of eviction also compounds all sorts of other problems, especially material financial problems in lots of ways. Landlords file against the same tenants over and over again as a means of coercive rent collection, and we know that those fines and fees associated with just the filings can increase monthly housing costs up to 20 percent, and then also just having the mark of an eviction filing on your record, landlords use all sorts of tools to screen for those. It makes it harder to access new stable housing if you move—which can all have downstream impacts on things like finding a new job, finding new childcare, and so these things all kind of compound and accumulate over time.
Inside Higher Ed: I think navigating that system must also be especially challenging for college students because of that time constraint, and again, student parents, even more so, because we know that there’s such a time poverty when it comes to raising children and having dependents.
But we talk a lot about the hidden curriculum in higher education, and how it’s so hard to navigate even your institution and find everything you need. I can only imagine when you’re dealing with your landlord or housing court or all these other bureaucratic systems that are not always designed to be easy and user-friendly, that definitely compounds the stress and puts added pressure on this population.
Conroy: About 90 percent of people who get taken to eviction court end up losing their case. Regardless of whether you can navigate [the system], your chances of winning are pretty low and there’s all kinds of stuff underlying that. Very few people in eviction court end up with representation. You’re generally talking about folks who are lower income, have less social and cultural capital … if you’re in that situation in the first place, the chances that you have a friend or family member you can call up and say, “Hey, who knows a good lawyer?” or even have the money to pay that person, are really low.
Exactly to your point about time poverty, these things are a challenge for all students. But we know from lots of different pieces of research that parenting students’ pressures on their time are enormous. A vast majority are working full-time. They then have childcare and parenting responsibilities on top of that.
That is a lot—as somebody who is a stepparent—that’s a lot to do, to have a full-time job and take care of your kids and occasionally have a little bit of a life yourself. Then, add in going to college at the same time. Everything that we see from other pieces of research on parenting students’ time constraints, they don’t have enough hours in the day when everything’s going reasonably well. You add in the stress of eviction or housing insecurity, and it is really easy to see how that is incredibly destabilizing immediately and very difficult to fight that kind of thing, because it takes a lot of time to deal with all those things. And you have to show up in court; there are all of these knock-on effects too. You’re showing up for court, that means that you have to take the day off work. You’re in a job that you don’t get days off, so you’ve lost a day of income. Like Nick was saying, these things snowball really quickly.
Graetz: On the point about legal counsel and how tenants aren’t guaranteed representation in housing court. I think that’s one really important intervention at the university level: There are a lot of folks doing really incredible work offering free legal services to students. Those programs were one reason I was thinking, when I was trying to think of how big are these disparities we’re going to find, I was thinking of those programs as a place where tenants with kids in the general rental market don’t have access to that kind of thing, and virtually all of them are unrepresented. That’s another interesting intervention point that we could dig into more. It seems like it’s not a protective enough effect to really stop us from seeing such huge disparities here. But if universities could think about funding and investing in those programs more as a parenting student policy, as a retention policy, I think it could possibly have some really big impacts.
Inside Higher Ed: Absolutely. As we’ve been talking about time poverty, one thing that came to mind is just the things that a student has to do during the 9 a.m. to 5 p.m. time period. Housing court isn’t open until 10 p.m., very rarely are institutions providing legal services after hours. And so, I think one intervention that would be interesting to see is just how expanded resources could also benefit student parents who don’t always have that 9-to-5 hour available when they have to take class and get the kids to child care and deal with their eviction notice, and go to the grocery store, whatever else it might be.
I wonder if we can talk about some of the ways that institutions can have a role in supporting them with housing insecurity.
Conroy: This was the first piece that New America had really done, at this intersection of housing issues and higher education. So, we were deliberately a little careful about what the policy solutions discussion looked like, because there are enough people in the world who will wade into new issue areas that they don’t know and make a bunch of suggestions without really understanding whether they’ve been tried before. So, we wanted to be deliberately careful.
But I think one of the things that is really clear is these are not problems that institutions can solve on their own. So there was a big study that just came out, led by Rashida Crutchfield and a few other people in California, about work on California’s rapid rehousing investments.
California at the state level, had invested, I think, over $30 million in that effort, and it showed really good outcomes. But it helped students at a small handful of universities in California. And when you’re talking about over 2 million students just in the California Community College system alone, $31 million seems like a lot of money. But when you start dividing that by, you know, tens of thousands or potentially hundreds of thousands of students, it’s not very much, very quickly.
One of the really good quotes that came out of that was some senior administrator saying, “We simply can’t solve this at an institutional level by ourselves.” And I think it’s very clear from this data that parenting students have some unique vulnerabilities around housing insecurity and eviction—they’re having to pay more for housing, they need more housing than the average single student without kids, all of these things. Our financial aid system wasn’t designed to really support people with children. And so a big piece of this—and we’re starting to think about that now—is going to be institutions partnering and thinking through, how do we come to the table with our local housing authority? How do we come to the table with our city planning department and advocates for housing?
Because everybody in America, unless you’re pretty well off, is experiencing challenges with housing. This is not an issue that’s unique to students. But in this case, parenting students are uniquely vulnerable to some of the challenges created there, so a lot of the solutions are going to be partnerships. There’s a role to play for emergency aid, for using it strategically to avoid students getting to the point of eviction. There’s a role for improved financial aid and doing a better job of communicating with students that they have these resources. I think, like Nick said, legal services, particularly if you’re an institution with a law school, is a great way to help, if you have a Student Legal Clinic. I think that’s actually a really great piece, but it’s going to be, almost certainly, a lot of partnership work with institutions. You run a food pantry, you can connect students to SNAP, you can do those kinds of things. Housing is a much bigger challenge, and it’s going to require working across different areas, for colleges and universities.
Graetz: Ultimately, the universities investing in some of the emergency assistance stuff and legal services is, I think you can get a really big bang for your buck there, but it’s ultimately a band-aid solution to the broader housing crisis we’re all dealing with. And I think universities can be really powerful, important political actors in those conversations that have to be happening with state government and federal government to ease some of the major housing strain that families are facing.
Conroy: One thing that actually just came to mind is the current administration has said it wants to explore the idea of limiting access to public housing, and especially housing choice vouchers —what’s previously been known as Section Eight housing vouchers—to two years. This isn’t official policy yet, but it’s been floated as an idea.
One of the things we know is that, and as we see in this data, for a parenting student who was threatened with eviction five years post-enrollment, their family income was more than cut in half. If they were not threatened with eviction five years post-enrollment, [they had a] family income of $126,000 a year. That’s really good. That’s solidly middle class, like you’re doing pretty well.
If you were threatened with eviction five years later, your family income was $59,000. That is an enormous difference. But it shows that if we help protect students at this really crucial point where they’re trying to get to a place that they no longer need to rely on any kind of public support, they’re probably going to do pretty well.
Those kinds of policy proposals would make this so much worse, when we know that if you help that student get to the finish line, the chances that they ever have to rely on public housing or other public benefits again, become so much lower.
There are these really sort of backward policies that are penny-pinching to save a few cents now, but in the long run harm people and cost more money, or are just really ill-thought out approaches to public policy and housing policy.
Citing Sources
One study by the Lumina Foundation using 2012 data found that college graduates are 3.5 times less likely to be impoverished and five times less likely to be imprisoned or be in jail compared to non–college graduates. Lifetime government expenditures are 39 percent lower—$82,000 less—for college graduates than for Americans with only a high school degree.
The study also found that the average bachelor’s degree recipient contributes $381,000 more in taxes than they use in government services and programs over their lifetime.
Inside Higher Ed: We could definitely spend some time talking about the administration’s push for more children and encouraging family growth and things like that
We see that student parents are so motivated to complete a degree, and we know adult learners are intrinsically motivated. They are much more likely to have strong goals [and] positive academic outcomes compared to their younger peers, but there are all these external factors that continue to hinder their degree progress. We’ve talked about time poverty, housing insecurity, lack of finances, the need to work, caregiving responsibilities for those who are caught in the [Sandwich] Generation between older parents and younger children or siblings as well. It’s such a complex issue , I wonder if we can just talk a little bit about why it’s so essential to do more than just provide academic support and to surround student parents with basic needs, with legal aid, with some of these other essential elements of being a student parent.
Conroy: Like you said, academic outcomes for parenting students are actually pretty good. They, on average, have similar or even slightly better GPAs than their non-parent peers. But even under the best case scenario, taking eviction and everything else out of it, their chances of completing a bachelor’s degree in six years or an associate’s degree in three years are far lower than their non-parent peers.
It is because of all of these other things that we’re talking about. Everything else being equal, if you take a parenting student and a non-parenting student and drop them in the same environment, the chances that the parenting student is going to get to the finish line are already diminished, unless you figure out other ways to support them.
Priority registration is an enormous thing. I actually was just this week having dinner with a friend whose spouse just finished law school, but was at the same time working full-time. They have a young child, and he said the only way we were able to make this work is because Texas passed requirements that parenting students got priority registration, and his wife had first pick of classes, and that’s a family that has good financial resources.
There are simple things like that; even priority registration for parenting students means they can figure out their work schedule. They can figure out childcare. That can be a big deal by itself, but if colleges figure out how to properly support the groups with the largest challenges, then that all trickles down.
Universal design tells you that that will have good impacts for everybody else, but if colleges don’t do that, given demographic change … I’m not like somebody who thinks the world is going to collapse due to changes in the number of high school graduates, but it is going to have an impact. And we have this enormous pool of people in America who have some college but no degree or want to go back to college. New America just released our Varying Degrees report that we’ve done for years, and it shows, and it has shown again and again, Americans really value higher education. Folks who don’t have higher education are thinking about wanting to come back into it. The way that colleges will be able to smooth out some of those demographic change challenges is really thinking through carefully, how do we support groups like parenting students, where there’s also huge potential upside; if you move the needle 10 percent on your graduation rates for parenting students—because there the rates are so low right now—it has a really massive positive impact on your outcomes as an institution. And that’s important for funding, it’s important for recruitment, all of these things.
Graetz: One point you brought up, Ashley, that I just wanted to build on a little bit, is the potential for really multi-generational impacts of investing in student parents.
One thing we did in this work is think about how that goes both up and down the family tree. With the data linkage we’ve done, we’ve also connected the incomes of the parents of parenting students, so we could think of those as the grandparents of the children these folks are having while they’re enrolled.
And we find that lower grandparent income at the time of parenting students enrolling is associated with much higher risk of eviction. I think the threat of eviction in college while you’re caring for your grandchild, you know that grandparent is going to be affected by that too. Because of some of the statistics you mentioned earlier, about how many parenting students can afford a $500 bill, a big part of that depends on familial wealth and where can you go to draw on that kind of emergency assistance?
We know, of course, there are massive racial disparities in family wealth. So at the point of something like an eviction, that’s going to affect both up and down the family tree. It’s going to affect everybody who might be providing emergency support to that family member, potentially their child or who’s caring for their grandchild. But then it’s also going to affect the child; evictions, especially experienced early in life, have really traumatic long-term effects for children.
Inside Higher Ed: That’s something that I wanted to talk about as well—the value of supporting student parents for the dependents’ sake. In higher education, we want all students to succeed and thrive, but we also know that being a continuing generation student, or having a parent who has a college degree or certificate, boosts your chances of completing a degree. And there’s, like you mentioned Nick, wellbeing and personal life experiences too, that are really tied to having basic needs and being supported as a young child. I wonder if we can talk a little bit about why this is important, not only for the student, but also for future generations and their education.
Graetz: It’s hard to overstate the impacts that something like an eviction can have. In our previous work, looking at who’s affected by eviction the most, the rates are extremely high when you’re zero to five. So that’s because evictions target households with kids. Some of the most likely time of your life to be affected by an eviction is when you’re an infant, basically. And there’s a lot of literature on how this affects school outcomes, how this affects sort of regular developmental milestones. And I think it’s for tons of reasons; there’s the acute, traumatic effect of that eviction and this instability it causes, but then there’s just the downstream material consequences of that experience by the family for years and years later that are going to affect that child.
Conroy: One thing to add on there is, we know that wealth and poverty in America are very sticky. Your chances of moving up in terms of income quintiles and things like that are not great, but higher education is one of the things that really makes it more likely that, if you came from a relatively low-income family, that you’re able to move into a higher income bracket and be more economically secure, all of those things and all of that for lots of reasons.
We don’t have to get into every detail of it, but it has really good consequences for kids. It means that they’re more likely to go to a better-resourced school, they’re more likely to have good food on the table every day, all of these things.
Also, Georgetown Center on Education and the Workforce estimates that 70 percent of jobs being created will require some kind of post–high school education moving forward. [It] doesn’t have to be a four-year degree, but there is an ever-decreasing number of jobs that don’t require training of some kind beyond high school. We help parenting students complete college, we know that once you get into a second-generation, third-generation college-going group, you’re not first-gen anymore, your chances of going to and succeeding in college go up because you have a parent to turn to to say, “Hey, you navigated this. How do I do that?”
I see this with people in my family who are one of the only people in their community who went to college and they’re the community resource. It’s mom, dad, uncle, aunt, cousin. “Hey, talk to that person. They went to college; they succeeded. They’ll tell you what to do.” Those are very hard to measure, but the community network effects that happen over time and happen for kids in those families can be enormous.
Inside Higher Ed: We talked a little bit about the lack of policy or practice implications directly named in the research brief that you both wrote. But I wonder if we can talk about the future of this work, or where you hope that the conversation continues to go as we think about supporting student parents in higher education who may be facing eviction or dealing with housing insecurity?
Conroy: A couple of things that we’re working on that I can talk about. Nick and I have also, just in the past two weeks, been sort of figuring out, what can we do now to expand on this?
One is we’re in the middle of trying to develop some work in conjunction with Nick and Eviction Lab, and then New America’s future of Land and Housing Program, to work in a small number of cities, to do some of the things I was talking about earlier in terms of partnerships and what could we do to think really carefully of bringing higher ed experts, institutions, housing advocates, the local public housing authority all together to the table to say, “Housing affordability is a general problem. It’s also a very specific problem for these groups of students. How could we work in collaboration to change some of those things?”
That requires funding and all of those things. But we’re hoping to be able to do that as the “on the ground” piece at the same time as we build greater research evidence. We had seven states in this study, and, I can, Nick can talk better about, what were some of the ideas that we’re now starting to think about for what next stages, in terms of the evidence base, could look like?
Graetz: We’re hoping to expand the coverage across the country of this linkage between all the census administrative records, this and the student records. I think that could give us more scope and general ability to generalize across student parents living in very different housing contexts.
Then there’s just a bunch of other questions opened up by this initial work. Something I’m personally really interested in is the shifting ownership structure of student housing. A lot of times, we focus on trying to learn things by studying tenants, but it’s a lot harder to study landlords and owners and how those shifts can affect those risks being passed on to tenants in terms of things like eviction risk. I think that’s really interesting, especially in the student housing space and just the parts of a city’s housing stock that are primarily serving student populations. And then, we’re also really interested in doing more linkage to understand the relationship between various federal assistance programs and eviction risk among students and parenting students. That’s all, hopefully, stuff we can look forward to over the next year or two.
Conroy: So, if anybody’s listening and have spare million dollars or two …
Inside Higher Ed: I’ll write you a check later this afternoon.
Conroy: I need to look at Inside Higher Ed jobs. I didn’t realize they paid that well.
Inside Higher Ed: Well, you know …
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Big changes are coming to how families pay for college — and some colleges will need to get creative. New Parent PLUS loan caps ($20K/year, $65K total) mean schools where parents used to borrow six figures, or 50%+ of families relied on these loans will need to rethink their financial strategies. That includes several art schools and HBCUs — institutions that have long opened doors for talented students. While the full impact is still unfolding, this could spark new conversations about affordability, access, and better support for families. Change is never easy — but it can lead to smarter, more sustainable solutions for students and schools alike.
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Staying connected with parents and the wider school community has become more important than ever. For K-12 school administrators and marketers, email marketing offers an efficient, cost-effective, and personalized approach to keeping parents informed, engaged, and connected with the school.
In this blog, we’ll explore various effective school email marketing strategies designed to help you increase parent and community engagement. When you follow the essential tips, you’ll be better equipped to build trust, maintain transparency, and foster an active school community. Let’s explore!
Our targeted email marketing services can help you attract and enroll more students.
Discover how we can enhance your recruitment strategy today!
Understanding the Importance of Email Marketing for Schools
Email marketing for schools is powerful as it allows for direct communication with the people who matter most—parents, guardians, and the wider community. In an environment where parents expect real time information, personalized content, and streamlined communication, email is the go-to method that allows you to achieve all three effectively. Parents are eager to be involved in their child’s education.
By ensuring that parents are well-informed about upcoming events, school policies, and student progress, administrators can build stronger connections between the school and the families they serve.
The benefits of email marketing don’t stop there as pictured below, an effective school email marketing strategy can offer increased brand awareness, an avenue for promoting programs and content, a great way to generate new leads, a platform for guiding new prospects down the enrollment funnel, and build relationships. The key lies in using email marketing correctly, focusing on strategies that boost engagement and build lasting relationships.
Source: Higher Education Marketing
Defining Engagement-Based Email Marketing
For schools, engagement is arguably the most crucial metric of email marketing. The success of your campaign depends on your emails being opened, read, and prompting the desired action outlined in your message.
With this in mind, What is engagement-based email marketing? Engagement-based email marketing focuses on creating emails that grab attention and encourage people to interact with them, standing out from the many emails they receive daily.
Consistency is key in engagement-based email marketing. The more frequently you send relevant messages to the right people that encourage action, the more likely you are to turn them into loyal subscribers and active members of your school community over time.
Join us as we outline ten essential tactics for cultivating the engagement that your school needs to build a stronger relationship with parents, prospects, and your community.
1. Segment Your Email List for Personalized Communication
The first step in effective email marketing is creating segmented email lists. Not all parents and community members need the same information, and delivering relevant content to each group is critical for engagement.
Segmenting your email list allows you to target the right group of parents with messages specifically designed for them. This personalization ensures that the content you send out resonates more with the audience, resulting in better engagement rates.
Segmentation is central to the email marketing function of our open-source marketing automation platform, Mautic CRM. You can segment your contacts based on a multitude of criteria including admissions stage, program, and location, ensuring that each prospect receives the right message at the right time, inciting them to take the next desired action and move down the admissions funnel.
Example: Here, you can see how Mautic’s contact segmentation function allows you to track leads based on the language they speak, whether they’ve completed a registration form for any event you’re promoting, the nature of their relationship with your school, which of your school programs interests them, and more.
Source: Higher Education Marketing | Mautic
2. Craft Clear and Engaging Subject Lines
The subject line is the first thing parents see when they receive your email, and it plays a significant role in determining whether or not they open it. When crafting subject lines, keep them concise, informative, and engaging.
Highlight the key point of the email so parents immediately know what to expect. Personalization also works wonders in subject lines—try including the recipient’s name or their child’s class to make the email feel more personal and targeted.
Example: Here, Randolph-Macon Academy writes a clear, direct subject line in one of their emails. Long, meandering subject lines with no clear indication of what your email is about are more likely to be ignored so, always aim for short and snappy. Using a humorous tone when possible is also quite effective for catching readers’ attention through subject lines.
Source: Randolph-Macon Academy
3. Use a Mobile-Friendly Email Design
In today’s busy world where many parents lead an ‘on-the-go’ lifestyle, many parents will likely read your emails on their smartphones. Therefore, optimizing your email for mobile devices is crucial.
This means using a responsive email template that automatically adjusts to different screen sizes and keeping the content concise so parents don’t have to scroll endlessly. By making your email accessible on mobile, you’re ensuring busy parents can stay informed wherever they are.
Example: Pictured below are Mautic email templates. They are compatible with desktop and mobile devices allowing you to reach parents and community members wherever they are.
Source: Higher Education Marketing | Mautic
4. Include a Call to Action (CTA) That Encourages Engagement
Every email you send should have a clear purpose, and that’s where a strong CTA comes into play. Whether it’s asking parents to RSVP for an event, complete a survey, or check out the school’s latest blog post, the CTA should be easily identifiable and action-oriented.
Effective CTAs include:
“Sign Up for the PTA Meeting Here”
“Take Our School Climate Survey”
“Download Your Child’s Homework Schedule”
The CTA should also stand out visually—consider using a button with a contrasting color or a bold link to draw attention as pictured in the example below.
Source: Randolph-Macon Academy
5. Focus on Storytelling to Build Community
Emails that tell a story are much more likely to resonate with parents than those that only provide logistical information. Consider using email marketing as an opportunity to share stories about what’s happening at your school. Highlight student achievements, community events, and teacher spotlights. You can even share testimonials from parents or alumni to build trust and show the impact your school is making.
Storytelling humanizes your school, makes the content more engaging, and fosters a deeper connection between parents and the school community.
6. Set up an Automated Welcome Series for New Parents
New parents often feel overwhelmed when joining the school community and email can be a great way to make them feel welcome and informed. Create an automated welcome email series that introduces them to the school, provides helpful resources, and invites them to important upcoming events.
The welcome series can include:
A welcome message from the principal
Information about school policies and resources
Links to important documents (e.g., school calendar)
Invitations to join parent groups or sign up for the school newsletter
This helps new parents feel engaged and informed from the start, setting the tone for a positive relationship with the school. Automation isn’t only beneficial for sending welcome messages. Mautic enables you to save time and reach the right contact by automating any type of email interaction depending on various criteria.
Example: Mautic enables you to create emails that cater to specific segments within your contact list, send messages automatically, and time them perfectly depending on the nature of the interaction. See how simple the process is in the image below.
Source: Higher Education Marketing | Mautic
7. Share Important Updates and Reminders Consistently
Consistency is key when it comes to email marketing. Sending regular updates and reminders helps keep parents informed about important dates and events, such as school holidays, parent-teacher conferences, and extracurricular activities.
You don’t need to send emails every day—weekly or bi-weekly updates can suffice. Just make sure the frequency is enough to keep parents in the loop without overwhelming them. You can also create a predictable schedule so parents know when to expect updates (e.g., a weekly newsletter every Monday morning).
8. Use Analytics to Measure Engagement and Improve Content
One of the biggest advantages of email marketing is the ability to measure engagement through analytics. Most email marketing platforms provide metrics such as open rates, click-through rates, and conversion rates. Use these insights to understand what types of content resonate most with parents.
For example:
If your open rates are low, consider experimenting with different subject lines.
If parents aren’t clicking on your CTA, try adjusting its placement or wording.
Analyzing these metrics allows you to refine your email strategy over time, ensuring that you’re always improving engagement with parents.
Example: Use Mautic Campaign Statistics to track the engagement of each email and predict the behavior of your contacts.
Source: Higher Education Marketing| Mautic
9. Incorporate Visuals and Multimedia for a More Engaging Experience
Visual content— photos, videos, and infographics—tends to capture attention more effectively than text alone. Including multimedia in your emails can make them more engaging and visually appealing. Share pictures from recent school events, videos of students’ performances, or a short introduction from a teacher.
Multimedia doesn’t just make your emails more attractive; it also provides a way to showcase what’s happening at the school, allowing parents to feel more involved even if they can’t physically be there.
10. Foster Two-Way Communication Through Surveys and Feedback Forms
Email marketing shouldn’t just be about sending information to parents—it should also be a way to collect feedback and facilitate two-way communication. The result is a more actively engaged school community that offers a host of benefits to your school brand and the education of your students.
You may be wonderfing specifically how to increase engagement through email marketing. Tryusing your email campaigns to invite parents to share their thoughts and opinions on various aspects of school life. For example, include a link to a survey asking for feedback on recent events or ask parents what topics they’d like covered in future newsletters. This approach makes parents feel that their voice matters and fosters a sense of partnership between the school and the community.
Let’s Review: The Role of Email Marketing in Parent and Community Engagement
Email marketing is a powerful tool that, when used effectively, can drive meaningful engagement between schools, parents, and the wider community. At its core, email marketing is about building trust and fostering relationships.
Schools that use email to maintain transparency with parents—sharing successes and challenges—are more likely to create an environment where parents feel comfortable getting involved. When parents trust the school, they are more likely to attend events, support fundraising efforts, and engage in their child’s education.
Use your email campaigns to provide insight into what’s happening within the school, such as new initiatives, changes in policy, or upcoming projects. By sharing this information openly, you’re helping to build a sense of trust and shared responsibility with the entire community.
The key lies in crafting relevant, personalized, and engaging content that meets parents where they are—whether that’s on their phones, at their computers, or scrolling through their inbox on a busy day.
By following the ten tips we’ve discussed so far, school administrators and marketers can create email campaigns that foster a deeper connection with parents, build trust, and ultimately enhance the overall school experience for students and families alike.
Remember that email marketing is not just about disseminating information. Rather, it’s about telling the story of your school, involving parents in their child’s education, and building a community where everyone feels valued and heard.
As you refine your email marketing strategy, keep these tips in mind and focus on delivering content that adds value, fosters engagement, and builds a lasting connection between your school and the community it serves.
Our targeted email marketing services can help you attract and enroll more students.
Discover how we can enhance your recruitment strategy today!
Frequently Asked Questions
Question: What is engagement-based email marketing?
Answer: Engagement-based email marketing focuses on creating emails that grab attention and encourage people to interact with them, standing out from the many emails they receive daily.
Question: How to increase engagement through email marketing?
Answer: Tryusing your email campaigns to invite parents to share their thoughts and opinions on various aspects of school life.