From engagement to advocacy: Ending the term with parents on your side
With the summer holidays just weeks away, many school leaders are understandably looking forward to a pause – a time to rest, reset and reflect. But before the gates close and the term winds down, it’s worth remembering that these final weeks can carry far more strategic value than they’re often given credit for.
How a school chooses to wrap up the year sends a powerful message to parents. It signals whether the school truly understands their experience, whether it values the partnership, and whether it’s thinking ahead or simply switching off. In our recent article, Understanding the New Generation of Independent School Parents, we explored how millennial parents – now the dominant voice in the independent sector – are reshaping what families expect from schools. This final term is your opportunity to meet those expectations with clarity, care and credibility.
Drawing on insights from our extensive parent survey data and first-hand observations from across the sector, here are four practical, evidence-based ways your school can finish the year well – deepening relationships, reinforcing loyalty and preparing the ground for the year to come.
1. Don’t assume loyalty, earn it again
Many schools rightly focus on supporting pupils through transitions – whether they’re moving into a new phase of the school, joining from elsewhere, or preparing to leave altogether. But what’s often overlooked is that these transitions are equally significant for parents. For them, these moments can spark both reflection and uncertainty – and with that, questions about whether to stay or move on.
Even in all-through schools, we regularly hear from families moving from prep to senior, or into sixth form, who feel unclear or disconnected. They may quietly explore other options, especially if they don’t feel guided or reassured by the school during this key period. It’s tempting to assume that long-standing families will naturally continue with you, but our data shows that this assumption doesn’t always hold.
Schools that retain families successfully tend to be those that actively re-earn their trust at these moments. That means planning transition communications early – ideally long before the summer term – and ensuring parents feel supported, not just informed. It also means replicating aspects of pupil transition experiences for families: walk-through events, informal Q&As, opportunities to meet key staff and other parents. Clarity about what’s ahead, including where to go with questions and when to take action, is especially valued.
Transitions are not just operational events – they’re emotional ones. By treating them as opportunities to deepen connection, not just transfer information, schools can turn uncertainty into renewed commitment.
2. More than grades: Reporting with purpose
The end-of-year report can be one of the most powerful tools a school has to build parent confidence. Too often, it risks becoming formulaic, reduced to grades and bland generalities. But for parents, especially those navigating a complex landscape of choice and cost, the school report is a moment of real scrutiny. It’s where they look for evidence of the school’s value.
Millennial parents in particular, as we explored in our recent piece, want to see how well the school understands their child as a person, not just a pupil. They are looking for reports that reflect depth of care, insight and individual attention.
To meet those expectations, reports should do more than summarise results. They should explain progress clearly and provide meaningful commentary that feels personal and specific. Reports are also not the time for surprises: if there’s a significant shift in a pupil’s performance, it should be addressed through conversation, not in a written comment discovered over the summer holidays. When done thoughtfully, a report reassures families that your school knows their child well – and that you’re helping them flourish.
It’s also worth reviewing the timing. Sending reports just before term ends may feel logical, but it often leaves families with little chance to digest or respond.
3. Farewell is a strategy
The end of the school journey is a powerful moment – for pupils and for their families. How schools say goodbye matters. It’s not just a conclusion; it’s the beginning of the story that parents will tell about their time with you.
A well-handled farewell signals gratitude, care and thoughtfulness. It acknowledges the trust families have placed in the school and recognises the contribution they’ve made. And it plants the seed for future engagement – as alumni parents, as donors, or as ambassadors recommending the school to others.
We’ve seen schools create powerful leaving experiences through small but intentional gestures: thank-you events, personalised notes from the Head, gifts chosen by pupils for those following in their footsteps, or messages of appreciation shared publicly. Some are now embedding ‘exit research’ into their process – gathering candid feedback that often contains a mix of heartfelt praise and valuable lessons for the future.
Whatever your approach, don’t underestimate the significance of this moment. Handled with care, a goodbye can become one of the most compelling chapters in your school’s story.
4. The power of a thoughtful sign-off
As the academic year closes, the Head’s end-of-term letter or speech may feel like one more item on an already long list. But it’s more than a wrap-up – it’s a moment of influence.
At a time when many families are reflecting on cost, value and future plans, a strong sign-off offers reassurance and perspective. It reminds parents why they chose your school, and why they should continue to do so. It also humanises leadership, bringing warmth and reflection to the school’s voice.
The best end-of-year messages do three things: they celebrate achievement without gloss, acknowledge challenges with honesty, and set out clear intentions for the year ahead. Above all, they express purpose – reminding families of your values, your direction, and the difference you make in their children’s lives.
When done well, it’s a powerful closing note. One that builds pride, clarity and trust – all essential ingredients for retention and advocacy.
Closing thoughts
Ending the academic year isn’t just a logistical milestone – it’s a strategic opportunity. In a competitive and fast-changing landscape, small actions in these final weeks can have lasting impact. Thoughtful transitions, purposeful reporting, genuine conversations and well-crafted farewells all contribute to how families feel about your school – not just now, but next year, and beyond.
So, as you navigate these final few weeks, take the time to finish well. Not just to tick boxes, but to reinforce your relationship with the families who place their trust in you. Because when parents feel confident, connected and seen, they become your greatest advocates.
If you’d like to explore how we can support your parent engagement strategy or share tailored insight with your leadership team, we’d be delighted to talk.