Millennials are known as the tech-obsessed, idealistic and social media-addicted generation. But they are also earning a new label: parents. As millennials send their kids to school, they're fiercely rewriting the playbook on engagement and outreach for independent institutions.
 

"These parents expect information that demonstrates the value of their child's educational experience," writes Virgie Townsend for the January/February issue of Currents. "To cultivate millennials' support and recruit their children, independent institutions need to demonstrate their value, prioritize diversity and develop meaningful engagement opportunities."

Millennial parents are vastly different than the generations before them. Coming of age during the Great Recession made a lasting impression on this generation's spending habits, and independent schools are working harder to keep up enrollment rates as a result, writes Townsend.

So how are institutions adapting to this new generation of parents?

Straight from the Source

The YK Pao School in Shanghai, China, lets current students speak for themselves. Every year, the institution holds Q&A panels for parents to ask a few students about their experiences at the school. The panels provide insights into the skills that can't be graded, like social interaction and problem-solving, explains Townsend.

"Parents ask the students about school and dormitory life, romance, views on video games, relationships with their parents and how the school has influenced them. The parents are often impressed by the panelists' honest answers."

When it comes to giving, YK Pao prides itself on open communication with parents and donors about its annual fund. The school's director of development, Jennie Gong, recommends thoroughly educating parents on the school's advancement efforts, encouraging them to speak their minds and providing them with results, writes Townsend. When YK Pao did this, the school's annual fund gathered support from almost 90 percent of the school community, writes Townsend.

Have a Little Fun

The Colegio Nueva Granada in Bogota, Colombia, takes a direct approach and asks parents exactly what they want. After routinely polling parents for activities they'd like to see at the school, CNG put on parent and alumni sports tournaments which received an impressive turnout in 2016. The institution also holds "a TED-style talk" biannual event that focuses on the school's three pillars: body, mind and character, Townsend explains.

Delving into personal development proved successful: a 2016 CNG Ex Talk with Benedictine monk David Steindl-Rast attracted almost 1,000 listeners and plenty of praise from parents.

"When people come to our events, they leave with a sense of happiness and gratitude. It's fun and emotional," says CNG director of development and community affairs Diana Colmenares.

This article is from the January 2018 BriefCASE issue.