43,107 families told us exactly what they need.

We analyzed one of the largest datasets on family communication and engagement to understand how today’s families show up — and what they expect in return. This report breaks down what’s changed, what hasn’t, and where colleges are falling behind.

Here’s what stood out:

• Families aren’t casually checking in — nearly half are talking with their students every single day, playing an active role in decisions, support, and day-to-day life.

• Expectations for communication keep climbing. 77% of families want to hear from colleges weekly or more.

• There’s a growing disconnect in how colleges communicate. Texting is one of the fastest-rising preferences among families, but most institutions still aren’t using it.

• Getting information shouldn’t be this hard, but for 1 in 3 families, it is. The issue isn’t just what’s shared, it’s how accessible it is.

• Even with friction, families still believe in the experience. Most would choose the same institution again, which makes improving communication one of the clearest opportunities in front of you.

So… how do you stack up?
Download the full report to see where your strategy aligns, and where it needs to catch up!