In today’s competitive educational landscape, retaining students is just as critical as recruiting them. Strategic Enrollment Management offers a comprehensive approach to managing the entire student journey from initial inquiry to graduation. As Catholic school leaders, understanding and executing effective retention strategies can make all the difference.
Here’s what works:
Why Families Choose (and Leave) Catholic Schools
Families typically choose Catholic schools for four key reasons:
- Superior Academics
- Safety and Security
- Strong Behavior and Discipline Standards
- Faith Formation
Yet, even the best schools face attrition. Four warning signs that a student may leave include:
- Academic struggles
- Tuition challenges
- Frequent absenteeism or tardiness
- Lack of connection to the school community
Identifying these signs early is critical and addressing them proactively is essential for healthy retention rates.
The Key to Retention: Create the Exceptional Family Experience
Retention isn't about a single moment - it’s about consistently delivering an exceptional experience across every touchpoint. Success requires commitment to:
- Delivering on your promises: Stay in continual improvement mode, focusing on academics, safety, behavior, and faith. Evaluate your “customer service” regularly with secret shops and visual audits.
- Giving yourself the gift of time: Build in ample time for “retention intervention.” Consider strategies like continuous enrollment and earlier step-up days to boost re-enrollment momentum.
- Communicating and listening: Share frequent, authentic “mission moments.” Conduct annual parent surveys and establish a communication cycle: survey in spring, report results in May, update in fall, and close the loop during Catholic Schools Week.
- Using your data: Track everything from how families heard about you, to which incentives work, to why families leave. Analyze enrollment reports and exit surveys to refine your strategy.
- Sharing the load: Retention is a team sport. Engaging faculty, staff, and leadership ensures no one family falls through the cracks.
Know Your Retention Rate
A clear retention rate calculation helps you monitor progress:
Formula
(Current enrollment - graduating 8th graders) = total eligible to return
(Students re-enrolled ÷ total eligible) × 100 = Retention Rate
For example, if your total enrollment (PK-8) is 289 students, and you subtract 26 graduating 8th graders, you’re left with 263 eligible students. If 256 have re-enrolled, your retention rate is 97.3%, a strong indicator of school health.
Wrap Up
Retention doesn’t happen by accident. It requires deliberate action, data-driven insights, and a commitment to continual improvement. When we deliver on the promises that brought families to our doors superior academics, a safe and nurturing environment, strong discipline, and a vibrant faith community, families stay, thrive, and become your school’s best ambassadors.
If you’re ready to strengthen your retention strategy, remember it starts with creating the exceptional family experience every day.
