Avoid This Mistake If You Want More Deposits

It continues to be one of the most common mistakes that admissions counselors and enrollment marketers make each year:

Not communicating separately with the parents/guardians of admitted students in a way that feels personal, and makes them feel like a valued partner in the decision-making process.  

Taking it a step further, there’s a very good chance you currently have multiple admitted but undecided students who have received their financial aid package and want to submit their deposit… but their parents aren’t letting it happen because they have concerns and/or unanswered questions.

Sending emails that end with some version of, “Reach out if you have any questions” does not feel as personal as you might think. Neither does CC’ing them on a student message.

True personalization includes engage the reader (parents) and prompting a back and forth conversation where the admissions counselor receives context about the parent’s mindset and feelings on a particular subject.

The good news is you still have time to correct this mistake.

Here are some tips to help you get started:

First, focus on the parents/guardians of your admitted but undecided students who have received a financial aid package. If you haven’t already done so, it’s important to let them know that you understand the college decision is a family decision that impacts everyone, and that you’re here to listen and offer support to them as much as you are their child or student. 

When it comes to specific questions that you should ask to help you better understand the parent’s mindset, consider one or more of the following:

“What has this whole process been like for you as a parent?”

“What feels like the biggest unknown for you at this point?”

“Besides cost, what other factors are carrying the most weight for you at this point?”

“What are one or two things that you think make us a good fit for <Student’s First/Preferred Name>?”

“What would help the decision-making process feel easier or clearer for your family?”

Next, focus on the parents of your admitted students who have not received a financial aid package. Many of the same suggestions and questions I just shared also apply here. In addition, you might ask “What’s the biggest concern you have about <College Name>?” Or, if your school is far away from their home or happens to be in a setting that’s opposite of where they live now, “How are you feeling about where we’re located?” And here’s one more – When they receive their financial aid package, be sure and ask if the amount leftover is an amount their family would feel comfortable investing for college.

The key as I mentioned earlier is to make parents feel like a valued partner in this process by asking different direct questions that encourage them to respond so that you can figure out how to best support them, or where to take the conversation next.

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