Schools are increasingly recognising the importance of looking beyond parents when it comes to their marketing and admissions strategies. This means glancing out to the wider family network, where you find the all-important grandparents. These eager stakeholders represent a powerful yet often overlooked group, whose influence can significantly shape school choice and community engagement.
As schools strive to build stronger relationships and foster long-term loyalty, considering grandparents in marketing and admissions is not only thoughtful, it’s strategic.
The evolving role of grandparents
Modern grandparents are more involved in their grandchildren’s lives than ever before. Many provide financial support, assist with daily care, and actively participate in educational decisions. In Australia, where many young families are financially stretched, it’s not uncommon for grandparents to contribute to school fees, particularly across independent schools. Team this monetary input with their emotional interest in their grandchildren’s success and you have valuable allies in the admissions process.
With increased longevity and better health, many grandparents are active, digitally literate and keen to be part of school life. They attend assemblies, volunteer at events and engage with school communications. This shift presents an opportunity for schools to build meaningful relationships with grandparents, turning them into advocates and ambassadors. A child might be nagging to go to a local state school with their friends, but if you have nanna on your school's side, she'll be wagging her finger in disapproval. And it's a battle she'll probably win.
Why grandparents matter in school marketing
Financial support: Grandparents often help cover tuition fees, contribute to fundraising campaigns, and support extracurricular activities. Acknowledging their role can build trust and encourage ongoing support.
Influence in decision-making: In many families, grandparents play a key role in choosing a school. Including them in the conversation ensures your school addresses the values and concerns of all decision-makers.
Community connections: Grandparents are often well-connected within their local communities. Their networks can amplify word-of-mouth marketing and enhance your school’s reputation.
Legacy and tradition: Many grandparents value continuity and tradition. Schools that highlight alumni connections, generational attendance and heritage can appeal to this sense of legacy.
Strategies for engaging grandparents
To effectively include grandparents in marketing and admissions, schools should adopt a multi-faceted approach that combines communication, events and personalised outreach.
Tailored communications
Create dedicated newsletters or email updates specifically for grandparents. These might include:
- Highlights of student achievements
- Invitations to school events
- Opportunities to volunteer or donate
- Stories that reflect the school’s ethos and culture
Ensure communications are accessible and considerate of varying levels of digital literacy. Offering printed materials or phone-based updates can help bridge the gap.
Grandparent-focused events
Host events that celebrate and involve grandparents, such as:
- Grandparents’ day: A special occasion where grandparents visit the school, attend classes and participate in activities.
- Legacy luncheons: Gatherings that honour multi-generational families and alumni connections.
- Intergenerational workshops: Activities that bring students and grandparents together for shared learning experiences.
These events not only strengthen family bonds but also showcase the school’s inclusive and community-oriented spirit.
Admissions outreach
During the admissions process, consider:
- Including grandparents in school tours and interviews
- Offering information sessions tailored to their interests (e.g. curriculum, safety, values)
- Providing materials that speak to legacy, tradition and long-term outcomes
Make sure everyone in your admissions teams feels confident to engage grandparents respectfully, acknowledging their role without overshadowing the primary caregivers.
Storytelling and testimonials
Feature grandparents in marketing materials. Their stories can be powerful testimonials that resonate with other families. For example, you may want to showcase:
- A grandparent who attended the school and now supports their grandchild’s education
- A family where grandparents play a key role in daily school life
- Testimonials about the school’s impact on family values and cohesion
These narratives humanise the school and build emotional connections with prospective families.
Fundraising and philanthropy
Grandparents are often generous donors, especially when they see the direct impact on their grandchildren. Your school might like to:
- Create giving circles or donor recognition programs for grandparents
- Highlight specific projects that benefit students directly
- Offer legacy giving options that align with family values
Transparent communication and genuine appreciation go a long way in building lasting donor relationships.
Challenges and considerations
While engaging grandparents offers many benefits, schools must navigate certain challenges:
- Privacy and boundaries: Not all families want grandparents involved in school decisions. Respecting family dynamics is crucial.
- Diverse backgrounds: Grandparents come from varied cultural, socioeconomic and educational backgrounds. This makes inclusive messaging even more important than usual.
- Generational differences: Communication styles and expectations may differ (check out or advice to marketing schools to Gen Z and millennials to find out more). Schools should strive for clarity, warmth and accessibility when targeting senior cohorts.
By approaching grandparent engagement with sensitivity and flexibility, schools can avoid missteps and foster genuine connections.
Building a family-centred school culture
Ultimately, considering grandparents in school marketing and admissions is part of a broader shift toward family-centred education. Schools that embrace the whole family (not just the student) create stronger, more resilient communities. This approach enhances student wellbeing, improves academic success, builds loyalty and strengthens the school’s reputation.
In a competitive educational environment, schools that recognise and honour the role of grandparents stand out as thoughtful, inclusive, and community-driven.
Conclusion
Grandparents are more than just loving supporters. They're influential stakeholders in education. By thoughtfully including them in marketing and admissions strategies, schools can tap into a rich source of advocacy, support and connection. Whether through tailored communications, special events or legacy storytelling, engaging grandparents helps build a vibrant, multi-generational school community where every member feels valued.
As your school looks to the future, embracing the wisdom and warmth of grandparents may be one of the more meaningful, strategic steps you can take.
