Unlock the power prospective parents have on enrollment outcomes.

Families are your students’ #1 influencers. Understanding what they need, expect, and value can make or break enrollment outcomes.

Our annual Prospective Family Survey Report breaks down what nearly 10,000 families told us about their role in the admissions process.

The report uncovers:

• Nearly three out of four families (72%) expect colleges to communicate with them at least once a week, underscoring how crucial timely outreach has become.

• The final net cost is the single most important factor in a family’s enrollment decision, making financial transparency essential for building trust.

• Almost all families (96%) say the quality of communication directed at them as parents influences their decision, showing that how you engage matters as much as what you share.

• Parents overwhelmingly want clarity on return on investment, with 94% calling graduate job outcomes essential, but 68% reporting they cannot find this information.

Prospective parents are looking for clarity, connection, and confidence. Colleges that meet these expectations see stronger yield and more equitable outcomes.

Download the 2025 Prospective Family Survey Report today and start shaping strategies that turn family influence into enrollment success.