There are two ways to increase enrollment at your school: attracting new families and retaining your existing families. Schools spend a lot of time, money and effort in attracting new families, but retention is often somewhat considered an afterthought.
But, it is a lot easier to keep families than it is to attract new ones. And there is a significant cost benefit. Different sources will cite different costs, but the standard rule of thumb that I have found is that it generally costs five times more to attract a new customer than it is to retain one.
How satisfied are your parents? What is their risk of defection? What parts of the school are they satisfied with and what parts do they find lacking? The easiest way to understand this is to ask them!
Many school leaders shape their perception of parental satisfaction by the interactions that they have with parents. But this is generally not representative of how your entire parental base feels, and often, it is skewed towards the very engaged, the “high maintenance” parents, or loudest voice in the room.
A simple school survey, administered yearly to both your parents and staff, will give you a wealth of information and allow you to understand how the majority of your parents and staff feel about your school.
Should you conduct the survey on your own or should you pay to have this done?
There are a number of free online survey vehicles out there. You can use Survey Monkey, Survey Gizmo, or you can even create a survey using Google Forms. If you have the time and knowledge, you can pull together a decent survey.
But this DIY approach does have some drawbacks:
- Parents are often leery of being completely honest if they think that in someway their answers can be tied back them or their child. Even though you tell them it is anonymous, they may not believe you. You run the risk of getting watered down feedback.
- If you are doing this for staff – they will never be honest since they feel that this is not anonymous, and it will impact their job if they voice a negative opinion.
- Writing good questions is an art as well as a science. There is a skill in crafting questions that can get at the underlying issues. You can probably get there eventually, but you might find that this is taking more time than you wanted to spend.
- Analyzing survey results is another time-consuming task. Is this really where your time is best spent?
How long should your survey be?
If this is your first time running a survey, there might be a tendency to ask too many questions. Schools often take the “kitchen-sink” approach in their surveys because the answer is interesting, but not really one that is actionable.
Survey Monkey recently published some interesting data about survey completion. They looked at surveys ranging from 1-30 questions from 100,000 users. This research uncovered some interesting data.
This chart shows that the higher number of questions, the smaller amount of time people are thinking about the answer. Additionally, Survey Monkey found that the abandonment rate increased for longer surveys. Surveys that were longer than 7 – 8 minutes saw their completion rates drop by 5 – 20%.
What should you ask?
This will vary by school, but the most important question to ask is the Net Promoter Score (NPS). This is a simple question and is widely used across business to measure satisfaction. It is a simple question and states, “On a scale of 0 – 10, how likely are you to recommend (your school) to a friend or colleague”. To gain your NPS, you break your respondents into three groups. Parents who scored you a 9 or 10 are your “promoters”. 7-8 are passives and 0 – 6 are “detractors”. To get your score, take the percentage of promoters, subtract the percentage of detractors and throw out the passives. Voila! You have your NPS score.
Understanding how your NPS score compares against other schools is a bit tricky. (Another potential reason to use an outside consultant), but Temkin Group publishes yearly statistics on industry NPS scores. If you find that your score is similar to a cable company (11) , you now understand that you have a challenge.
When should you conduct a survey?
Now is generally the best time to conduct a school survey. I always tell clients that the sweet spot is between Christmas Break and Spring Break. You want to give the new parents time to acclimate to the school and form an opinion, but don’t want it to be too late when parents are thinking about summer and the next school year.
What should you do with the results?
Use the data for planning for improvements for next year, and to track how well you are hitting your satisfaction goals. Be very careful if you chose to not release the results of the school survey to your parent base. I always advocate to my clients that transparency on results is best, but only if you are also telling parents what your plan is to address their critical feedback. If you choose not to release the results, don’t be surprised if parents don’t answer your next survey, or assume that the reason why you didn’t release the results is because they were bad.
I hope that this helps you to understand the value of a school survey and why you need to do them every year.
Thanks as always for reading!
Nick LeRoy is the president of Bright Minds Marketing and the former Executive Director of the Indiana Charter School Board. He is also a reformed marketing executive from Eli Lilly. Bright Minds Marketing provides marketing and recruitment consulting to private and charter schools. For information about how Bright Minds Marketing can help your school improve its’ marketing, send an email to email@example.com or call us at 317-361-5255.