What 1,000+ parents say about school communication

Everything schools need to reach every family from ParentSquare

We partnered with Hanover Research to conduct our first national survey of more than 1,000 K-12 parents, in English and Spanish, on how school communication shapes whether families enroll, stay, and recommend their school. The survey also asked parents what makes them feel informed and supported, what gets in the way of engaging with their school, and how they view the communication they receive about their child’s attendance.

Enrollment and attendance are high on district agendas this year, and communication runs through both. Here is what parents said about each. The rest can be found in the full report. 

Communication influences whether families enroll and stay

A father checking his phone for school communications for his child

Nearly two-thirds of parents (63%) say communication quality has influenced their decision to stay at a specific school. It carries weight before enrollment, too: 86% rate accessibility of communication as very or extremely important when choosing a school. The report shows where communication lands among everything else parents weigh, and which three factors are the only ones ahead of it.

Of everything parents weigh when choosing a school, communication is one of the few things a district can improve and measure within a semester.

Families don’t see the attendance picture you see

82% of parents say they are very or extremely familiar with their school’s attendance policy. Knowing the policy is not the same as knowing the pattern, though. Nearly one in four (24%) rarely or never hear from the school about their child’s overall attendance, and 16% hear about it only when there is a problem.

Parents also told Hanover Research exactly what would make attendance communication more helpful, and how they expect to be contacted when absences become a concern. You can find both answers in the report.

“Northwest ISD works to stay ahead of parent concerns so we can meet the needs of our community. National data like this helps us see what families across the country are experiencing and how that may show up in our schools. The findings have already prompted us to look at our own parent surveys and find where we can do more for students and families.”

Anthony Tosie
Executive Director of Communications, Northwest ISD (Texas), and member of the ParentSquare Advisory Council
01 / 01

See what parents value most, and where to act first

85% of parents say school communication is clear, but only 68% say it feels personalized. The full report shows which updates parents value most, plus:

  • Where communication ranks among the factors parents weigh when choosing a school
  • The specific types of updates that make parents feel informed and supported
  • What would make attendance communication more helpful, and how parents expect to be contacted when absences become a concern
  • Which channels parents prefer, and what keeps families from engaging more
Family of four on a couch reading parent communication from their school on a cell phone

Get your free copy of the parent communication and engagement report today

Download report

A 2026 Hanover Research survey of 1,031 K-12 parents, in English and Spanish, on how communication influences whether families enroll, stay, and recommend.