In Catholic schools, one of the most effective tools for enrollment growth isn’t found in advertising budgets or elaborate campaigns—it’s the power of parent-to-parent connection. The Parent Ambassador Program, first launched in the Archdiocese of Chicago, channels this energy into a structured, impactful approach to recruitment.
Why Parent Ambassadors Matter
Word-of-mouth marketing remains one of the most trusted sources of information for prospective families. Parent Ambassadors take that informal influence and give it shape, direction, and measurable outcomes. These ambassadors are current school parents who actively engage with prospective families—inviting, welcoming, and walking with them as they consider a Catholic education.
Three Steps to Get Started
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Communicate and Recruit Thoughtfully
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Begin by identifying a Lead Parent who is engaged, respected, and connected.
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Personally invite potential ambassadors—those who are enthusiastic, plugged into different communities, and willing to share their positive experiences.
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Launch with Intention
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Host a kickoff session to clearly explain the program’s goals and the role of ambassadors.
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Be specific: what messages should they share? What tools will they use? What’s the follow-up plan?
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Define Roles and Expand Outreach
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Parent Ambassadors can serve in a variety of ways: from greeting new families and hosting events, to speaking at Masses, canvassing community locations, and promoting the school online.
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The most successful programs also assign ambassadors to local parishes, real estate offices, and community groups to broaden visibility.
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What Makes It Work
Structure and support are key. Parent Ambassadors thrive when they are:
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Trained in key messaging and equipped with talking points.
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Encouraged to mentor new families throughout the year.
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Recognized for their contributions to the school community.
Think Beyond the School Walls
This program isn’t just about admissions events. It’s about creating a culture of invitation and welcome. Parent Ambassadors help bridge the gap between your school and:
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Local parishes and churches
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Religious education programs
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Community centers, playgrounds, and even coffee shops
They also serve as digital advocates—reviewing the website, sharing social content, and amplifying your school’s voice online.
Ready to Launch?
Start with one or two strategies that feel right for your school. Make it personal. Build relationships. Empower parents to become ambassadors of your mission. The results—in community engagement and enrollment—can be transformational.
