What we heard from 32,423 college parents

This year, over 32,000 families from 81 colleges told us exactly what they need to stay informed, connected, and confident about their student’s college experience. Spoiler: it’s not more Facebook Groups.

We broke down three of the biggest takeaways from the 2025 Family Survey Report, with insights from our recent webinar featuring Joe Benish from Salisbury University and Javier Flores from Texas Woman’s University.

Here’s what stood out — and what it means for your family engagement strategy (or skip ahead and hear from the panelists directly).

Texting isn’t just a nice-to-have

Yes, email still reigns supreme (89% of families prefer it), but nearly half of families (48%) now want text updates — especially Black, Hispanic/Latino, first-generation, and lower-income families.

“We texted families about our zero-tuition summer program,” said Flores. “Immediately, students started enrolling full-time. That one message moved the needle toward graduation.”

The gap this data also uncovers? Only 28% of schools are using text to communicate with parents. If you’re not already texting families, now’s the time.

Families want to see the ROI

Only 59% of families believe tuition is a worthwhile investment — down 18% from last year. Meanwhile, topics like job placements and career services ranked highest in importance, but lowest in satisfaction.

“Parents are calling us asking, ‘What’s next for my student?’” Benyish shared. “We need to bring career services into the spotlight, especially during orientation and early communications.”

If families don’t see where college is leading, they’re less likely to trust the journey.

Parents are ready to give — to you

Here’s a twist: 22% of families are more likely to donate to their student’s college than their own alma mater. That’s not just potential — it’s action waiting to happen.

“Families are eager to support what their student cares about,” Benyish noted. “On Giving Day, clubs and organizations where students are involved get the most gifts because families want to invest in what matters to their kid.”

Are you making it easy for families to contribute in meaningful ways?

Watch the full webinar now!

These insights are just the start.

Get the data, charts, and takeaways to shape your communication, support, and fundraising strategies.