Giving Mom and Dad their Due.

It’s summer. The work of bringing in your fall 2007 class is “done”, (is it really ever done?) and now the wait begins to see if those that said they are coming actually show up on that first day of classes.

Over the summer, you have likely completed summer registration/orientation sessions for your incoming students.  I am very happy to report more and more institutions are taking that experience online, by providing accepted students tools and online communities where they can get to know one another, build relationships, get answers prior to arriving on campus and begin the process of preparing.  For schools that don’t create that kind of experience for their prospects, students are making it for themselves on Facebook, MySpace or any other number of social networking sites.  (in fact, go to Facebook right now and type your school's name and 2011.  I will almost bet you will find a community that already exists.  Go on...give it a try!)

But, what about Mom and Dad? Where’s the love for the parents?

Much has been written about the bond between millenials and their parents, (Who hasn’t heard the term “helicopter parent” by now in their career?) and many colleges do a good job of engaging parents in their on-campus programs and orientations. However, very few institutions really engage parents online as well. Instead, the supportive and caring parent is relegated to online experiences created for their children and their friends, rather than an area providing them the answers they desire.  In fact, I have seen an example of a school in Tennessee that makes parents pay for information and access.  Forget the fact that they are already paying thousands for tuition.  They also have them pay for access and information relative to that investment!

Much of this is due to the popular misconception that parents remain traditionally focused in their information needs, preferring brochures and mailings.  While parents certainly prefer these tools at a higher rate than their students, this does not mean that this is the only way to reach them. 

Many experts declare parents too technologically illiterate to make proper use of a computer and online communications in order to assist their students. I actually disagree with this assertion. In fact, I think electronic engagement of parents is still a largely unexplored communications channel for many schools.  And for the institution willing to make the investment of time, there may be large dividends in engaging your parents now and providing them the information they need.

Here are a few practical suggestions for capturing your parents' attention and getting them to engage with you online.

1. Create      a parent specific community online.
   1. The Ohio State University is a good example of how to make resources easily available to parents.  While I am not a huge fan of the layout, they have covered the bases of affordability, impending deadlines, an e-newsletter subscription and student success/resources
   2. Try and avoid too many or overly long lists.  Make information easily accessible and available.  Remember, they likely don't know your process or the resources available to them.  Make it transparent to them what the next step is and what they need to do.
   3. Many       student portals (such as AdmissionsGenie) will allow you to create a       specific experience just for parents. Use this to send emails, answer questions and maintain connections that not       only engage parents, but also keep them informed of their student's progress       and information once school begins.
   4. If       possible, allow students the opportunity to share information and updates       from their portal and pages with their parents, as needed.
2. Provide      information and resources PARENTS need.
   1. Similar       to a student, be respectful of what parents need to know. Don’t send them a mountain of       generalized information or long lists of terms and information they don't know. Keep       emails direct and to the point. Provide resources and multiple contact touch points so parents can       contact you when and where they want to.
   2. While it isn't interactive, the University of Minnesota parents web site does a nice job in this regard.
3. Be      responsive and helpful. Ask      parents what they need and then provide it.
   1. If a       parent calls your office with a question, you try and answer it quickly       and with as much detail as possible. Treat your electronic communications with a similar level of       urgency. Don’t let things sit for       days without response. Where appropriate,       call for follow up, but try and respond in the same forum the       communication originated in.
   2. Make information easily available.  Encourage registration, but don't make registration for the site mandatory.  Allow it to happen when the parent is ready.
4. Be      consistent and patient.
   1. This       can be the most difficult part. The results and impact you are creating may not always be       immediately apparent. Track the results you can and keep at it. Continue to improve and to ask your parents (and students) what       they need to know and how they would prefer to receive their information.

Exploring your opportunities and providing easy to use information/communications that engage parents can help you close the loop both for your fall enrollment, as well as make sure you engage the coming year's prospects as effectively as possible.